Laughlin Constable is launching its first campaign for BOD Man, Parfum de Coeur’s (PDC) popular fragrance brand for men with three new 15-second broadcast spots produced in-house.
In the ads, Laughlin Constable channels the hypersexualized approach Axe took years ago, with two of the three spots dialing up well past innuendo. In “Walk of Shame,” for example, a man walks out of an apartment complex with disheveled hair. A voiceover shares “BOD Man Tip #44”: “Never turn down the impossibly rare opportunity to double-down and turn the walk of shame into the walk of game,” as a young redheaded woman sniffs the dude and smiles at him, a sign that she’s clearly down. It’s hard to tell over the course of the ad’s 15 seconds if this is a parody of over-the-top men’s fragrance advertising or just over-the-top men’s fragrance advertising.
The other spots in the campaign take a similar tone, with one emphasizing that “What you spray on in the morning could very well determine what you take off at night,” which obviously translates to “This product will get you laid” to horny adolescent males. A third spot takes a slightly more toned-down approach, but doesn’t completely shy away from the suggestiveness. The broadcast spots will run nationally on ESPN starting today, and feature a live integration on SportsCenter. They will be supported by a large digital effort, as the campaign actually marks “a shift of more than half of the brand’s media spend into digital,” as well as social media and OOH components.
Production Company: In House
DP: Marc Laliberte Else
Editorial: In House
Editor: Pete Slife
Music + Sound Design: Sound Byte