Colgate-Palmolive's in the Ad Bin!

Ahh! Another load of crap permeates the beautiful broadcast medium of TV. I think Y&R are to blame for this one, I could be wrong. So, I hear you cry, what's so wrong with it? Here's a little run-down...

1) The product benefit is 24 hour protection, which appears to be completely incongruous with the execution. It's just shoved half way through for good measure.

2) Its highly feminine positioning is highlighted in a overtly stereotypical manner,in a shopping scenario, huzzah!

3) I have lost count of the amount of complex messages I took out of this ad, so consequently I had no idea of what it was ultimately trying to say. Here's my confused idea of what is going on... Imagine I am the girl...

Palmolive seems to be able to stop you getting completely hot and sweaty - result. So flowers radiate from me because I am in the know. Fair enough, I stand out from the crowd, the product has a uniqueness. Then the ad talks about Palmolive allowing me to escape to my own paradise, ahh a little more complicated and it sounds rather nice. But where is this paradise? Topshop?! I mean, I haven't actually escaped to anywhere, I just seem to go to the bloody changing rooms and that's it!

24 hour protection is plugged at this point. What has that got to do with anything? It is clearly important, but it isn't played out, the only thing tying it into the execution is 'with exotic fragrances', from which you are meant to infer paradise. So, 24 hours is presumably how long my paradise experience (in Bluewater or the like) will last. I'd best run to the tills before I start getting sweaty again.

Now the ad tells me to pass it on (all I can think of here is the Dulcolax ad, so this is where it is totally ruined for me). So, I am supposed to pass Palmolive on, literally, so that people can join my own personal idyllic sentiment of paradise? Another girl turns flowery, so I am assuming she's paradise-ified and I am now not alone. Where's the escapism in that?! I mean, she hasn't gone to her own paradise has she, not that I have either, because we're skipping together up the escalators!

4) I am not convinced to do anything after watching this ad, all I took out from it as an action was 'pass it on'. I am not a marketer for bloody Colgate-Palmolive! I want to smell nice and not be sweaty. If I want to recommend it, I need to be convinced by it first, non? I don't need these complexities, I just want something that works. Give me Superdrug's 69p best roll-on any day!

Sigh. Enough ranting. I am going to watch TV until my eyes turn into PVRs until I find a good ad.