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Yves Saint Laurent Opium Perfume Advertising
· 22.03.2021 · 22:40:27 ··· Montag ⭐ 0 🎬 0
📺 AD Wonk
This Yves Saint Laurent Opium Perfume Advert featuring the model Sophie Dahl is probably one of the most controversial billboard adverts ever.
Back in 2000, it apparently resulted in car crashes, and certainly resulted in over 700 complaints. And, when you look at it you can understand why it was so provocative. The result was that the Advertising Standards Authority (ASA) ordered all 500 billboards showing the ad to be taken down, and insisted that all Yves Saint Laurent ads going forward be pre-vetted.
Now, is it a good ad? Adverts that get a lot of media attention, as this did, can often be effective. However, in this case, I think this ad may have ended up being a more effective advert for Sophie Dahl than for Opium – Dahl had two best-selling books in the years following the ad. Having said that, Opium continues to be one of the best selling perfumes and based on the sales data I could find it certainly didn’t have a negative impact.
The lesson here is that controversy typically creates extra reach and earned media around an ad. However, it can also result in adverts being taken down and negative perceptions if you go too far.
#SophieDahlAd #ControvesialAds #AdWonk
· 22.03.2021 · 22:40:27 ··· Montag
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