… for a better life. There’s a campaign running in Belgium for DVDPost, a service that delivers rental DVDs to your doorstep. The campaign is created by the Emakina agency, and it genuinely kicks ass big time. In fact, it does so in such a successful way that the Belgian Institute for Equal Rights (between men and women) filed a complaint against this “sexist provocation”. Obviously that only helped to increase the popularity of the campaign. I don’t think there’s anything wrong with it. This sort of advertising is just teasing in a playful way, just like P-magazine or Ché Magazine have been doing for years already. The site “rentawife.be” allows you to select out of an archive of 9.584 candidates you can pick from and order to be delivered at your door. If you’re tired of one, you can send it in an exchange it for the next one on the list and it will be delivered within 24 hours. Obviously the women represent the DVD collection, and I really don’t see what the big fuzz is all about. How many times haven’t you been in the video store saying: “I want to see the new movie with Angelina Jolie”, then the next day you want to see one with Scarlett Johansson. Big deal. If the campaign would’ve been aimed for women and it would’ve been a rent-a-man site, I don’t think anyone would actually say something about it. Oh no, wait. Elections are coming. That must be it.
Agency: Emakina (Belgium)
Thanks for the pointer, Erik!
Louer une femme…
April 5, 2007 at 5:57 pm
[...] Via CoolzOr [...]
°oOo° » Louez une femme !
April 5, 2007 at 7:22 pm
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René Dechamps Otamendi
April 5, 2007 at 7:22 pm
Hi Miel,
I don’t know if there is a different perception on this campaign between the north and south of Belgium. I think that in the north, people are more likely to be ‘harder’ regarding advertising and creativity. Look at Humo, It is something that wouldn’t have worked so well in the south I think, when you compare it to its counterpart (market share wise) in the other side of the country: CinéTéléRevue, there’s really a huge gap regarding their tone.
Being spaniard, I can imagine than in Spain this campaign would have created maybe more fuzz but also very bad publicity (and even maybe boicot of the brand).
You can read a different perspective from my wife at:
http://webanalytics.wordpress.com/2007/04/05/a-sad-distorsion-of-so-called-belgian-humor/
Cheers,
René
Sentinel
April 5, 2007 at 8:10 pm
Obviously the campaign managed to create a good buzz around it. Especially when Peter van de Veire called DVDpost during his show, wanting to order a wife.
The call resulted in a very confused secretary and a fun moment in the car driving to school.
Ahmet
April 5, 2007 at 8:32 pm
I must say: I don’t like this Commercial. Ok, logo and text stay in Head, for a while and then..disappeared
Sandy
April 11, 2007 at 5:13 am
I belive this is so lame. I don’t like this commercial at all & they should just close there doors now!.. Im sure there are more people out there that don’t like this either.