I kid you not.
La Difference is a contemporary furniture store in Richmond, VA. Their advertising has always been stylish and fun. But I really have to scratch my head about their latest campaign selling dining room furniture promoting it as "the perfect set."
If La Diff is targeting men, they may get the fellas' attention with this ad, but I suspect the only "perfect set" the guys will be desiring won't include matching chairs. That's the problem with using sex to sell to men. It may get their attention, but they often don't remember the product.
If La Diff is targeting women, well, my only conclusion is they aren't targeting women. Which is too bad since women buy 80 percent of all furniture sold, according to the American Furniture Manufacturers Association (AFMA).
If La Diff is trying to create "buzz", (and I suspect this is probably closest to the truth) well, they've got me talking about the ad. But I'm talking about it because I won't be shopping at La Dif anymore, which is sad because I've always loved that store.
Why won't I be shopping there anymore? It's not so much that I'm offended by the ad, I'm offended by the laziness and lack of awareness by La Dif and their marketing department. How much money are they paying people to come up with stupid boob jokes? And do they think so little of their female customers that they'd run a stupid boob joke ad?
How to use sex to sell to women
There are so many creative possibilities for selling dining room tables, especially to women. These tables are where families come together to share stories, victories and defeats. These tables are where romances are struck up and rekindled.
If La Diff wanted to use sex to sell dining room tables, why not have a spot where a couple is celebrating a special event (maybe anniversary) with a romantic dinner. The couple leans in for a passionate kiss. Then the camera pans away as you hear plates smashing to the floor as the couple rolls on to the top of the table. (The key being that the camera is focused elsewhere, perhaps doing a close up of the champaign bottle on the table right before it gets knocked off.) An announcer could come in with a tag line about how "sturdy" the furniture is.
Why would this work? Women respond to sex when it's in the context of a man showing emotional intimacy, commitment or devotion. It's about a committed couple being romantic rather than a woman making innuendos about a body part.
Be careful of the slippery slope of using sex when advertising products where women are the majority of the purchasers. Andrea Learned has some questions about using sex to sell….pistachios.
Yup….pistachios. I kid you not.