Two recent vodka ads get the “eww” award for the day. They may be disturbing, they may be off-color, and that’s the point—because they also cut through the noise. It’s hard to get through to us. Not because we are thickheaded but because as plugged-in Americans, we are so marketing savvy. And (for better or worse) this visceral reaction is one way to still get through to us. Two examples of the power of “ew” are Svedka Vodka’s “Fem Bot” ads and Belvedere Vodka’s, er, well, girl next to the crotch ad.

The Svedka ad campaign features a rather well-endowed robot naughtily posing for the viewer. The basic idea is that Svedka Vodka was “Voted the #1 Vodka in 2033.” A fake history chronicling events leading up to 2033 has also been proffered on their website. We’re looking at the future of vodka. But it goes beyond a joke. There is something a little weird and a little creepy about sexy robots. Something a little…”ew.”

The Belvedere Ad features a presumably college-aged girl applying bright red lipstick using the reflection in a belt-buckle next to an unidentified crotch. As the viewer, we’ve interrupted her for a moment. She turns and looks at us, wide-eyed and perhaps a bit startled. But who are we and why are we interrupting? Right. Ew.

And those “ewws” are what sticks. Here I am already having thought of the ads for far longer than the slews of other ads that slip by daily. That’s the power of “ew.”

Article Tags: ads | Advertising | billboard | liquor | print | vodka
Filed under: Advertising, Dorian Anderson