Sauza Tequila Restores My Faith In Ad Men

Blogging Rule 5, the (in)judicious use of sexy images to draw attention is considered by most to be a staple of booze advertising as well. “Sex Sells” after all, right?

This new ad from Sauza Blue Tequila, a Rule 5 treat for the female readers, illustrates perfectly an important corollary of Rule 5 for advertisers, and because it does, it is well worth watching for the guys, too.

See? Now that is funny folks. And that is what an overtly sexually-tinged booze ad has to be.

I think there are a couple of reasons for this phenomenon. First and foremost, both men and women buy hooch, and if you just do a straight appeal to below-the-gut, you will usually end up appealing to only one sex or the other. Worse, you may well end up turning off the gender not targeted. Make those folks at least laugh, and everyone feels OK.

Second, humor engages the brain, which I imagine is important to an advertiser. Effective sexual imagery kinda shuts it down, no?

the big brain at least!

If the mind is too focused on “desire”, there is little room for assessing the product on offer, which is why a lot of very sexy ads ultimately fail. Humor breaks up the focus, letting the mind wander over and ponder the ad, if only briefly. But that broadening is likely what your mind needs to remember that there is even a tequila bottle in this ad to begin with.

Plus, kittens!

About the author


I am 48 years old, married with two young daughters. My interests are tennis, reading, computers, politics, and of course cocktails. I run a murder mystery party business that caters to both corporate and private events, Killing Time, murder consultants.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>


Copyright © 2014. Douglas A. Winship. Powered by WordPress.