Thanks to Scanner for altering me to the World Cup 2006: Alternative Ladies’ Programme on Switzerland’s tourism site.
“Well ladies, how about spending the summer of 2006 in a place where men are not so much interested in football as in making a fuss of you – in the Swiss Alps, for example?”
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The TV commercial is just bursting with innuendo, and what with the slogan “Get Natural” it’s all a bit pants-loosening, really. That guy milking a cow is rather cute and he certainly knows how to handle a set of mammaries.
The events list invites all kinds of sniggering, winking hints at sex butwhen you look closer it’s all a bit straight-down-the-line. There’s the Narcissus festival, which suggests a celebration of self-obsessed, good-looking men until you realise it’s about flowers. Unfortunately the International Jumping Contest is less about jumping bones and more concerned with jumping horses and Some Like It Hot is just a musical. Nonetheless, the tango festival sounds promising as does the “feel good” holiday package.
All that aside, this Swiss advertising campaign is interesting because it is directly appealing to women in a sexual way. This very rarely happens. Normally men aren’t used as objects of desire in advertising; if an advertiser wants to associate the product with sex, he usually uses sexual images of women.
So I like this ad. It’s another small step on the way to people realising that women are sexual, that they are visually stimulated, that they like to look.
I’m sure it has the football husbands up in arms.