Some Things Can’t Be Covered
Ogilvy, the genius marketing company that turned PalmOlive from a failing dish soap into the leading brand — the company behind Mrs. Olson (Folger’s Coffee), Aunt Jemima (Maple syrup and pancakes), Charlie the Tuna (StarKist Tuna), and Madge the Manicurist (Colgate-Palmolive) — is back at it with a new campaign that I find rather exciting. Check out the featured image below:
I have a suspicion that the quickest way towards GLOBAL change is actually the top down. Think about it — the world domination of brands such as Coca-Cola, Starbucks, McDonalds, Chanel, Evian Water, etc. is not so much the result of consumer choice so much as it is the result of clever advertising.
If you don’t believe me, here’s something to think about. When Pepsi launched the Pepsi challenged, they found that in blind taste tests people actually preferred Pepsi to Coke…. this is an “advertiser’s dream” (according to my friend Dan Gordon). However, the campaign resulted in no sales overturn. Why is that?
Answer: WE DON’T KNOW! We only know that consumer choice isn’t always dictated first and foremost by taste.
Let’s now go back a few paragraphs: Ogilvy is teaming working for women’s rights in Saudi Arabia? AWESOME!!!!
Don’t get me wrong, I don’t really understand why…. I mean, I understand: they’re being paid. But why someone has become incentivized to launch such a campaign… that’s always a little fishy when we get major advertising companies working on social issues. Nonetheless — if this is for real — I’m excited to see what epic strategies they employ.
Here’s some more information inspired from the article in Adweek:
Saudi Arabia, which ranked 131st out of 134 countries for gender parity in a recent report from the World Economic Forum, has unveiled what is believed to be its first major ad campaign condemning violence against women. The first ad, created by Memac Ogilvy in Riyadh for the King Khalid Foundation, shows a woman in a niqab with a black eye. The English version of the copy reads: “Some things can’t be covered: Fighting women’s abuse together.” “The veil does not only hide women’s abuse, but it’s also a representation of the social veil behind which a lot of societal deficiencies hide,” says Fadi Saad, managing director of Memac Ogilvy in Riyadh. “It is one bold first step toward legislation to fight women’s abuse in the kingdom of Saudi Arabia. We believe that the authorities are ready to support such a drive today given the evolution that is taking place in the country.” It’s another sign that views toward women may be slowly changing in Saudi Arabia. Last summer, Saudi women competed in the Olympics for the first time. And this January, King Abdullah appointed 30 women to the consultative Shura Council—also a first.