Laughing matter: Bodyform lampoons complaint

17.10.2012 Advertising : Ads : The Irony Of Fashion

London – Bodyform has responded to a Facebook complaint about its advertising strategy with a spoof video.

Disgruntled boyfriend Richard Neill posted a comment on the feminine hygiene company’s Facebook page earlier in October saying he felt misled by the ‘bike riding, rollercoasters, dancing and parachuting’ shown on Bodyform’s ads as they don’t ring true with the experiences he shares with his girlfriend. According to Neill, each month his girlfriend is transformed from a loving and gentle lady to ‘the little girl from The Exorcist with added venom’ and ‘360-degree head spin’.

Bodyform responded with a tongue-in-cheek video fronted by a pseudo-CEO apologising to Neill, but with some home truths. ‘Hello Richard,’ says Caroline Williams in the video. ‘We read your Facebook post with interest, but also a sense of foreboding – and I think it’s time we came clean. We lied to you, Richard. And I want to say sorry.’

To see how other brands are using humour to promote their products, read our The Irony of Fashion microtrend.

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