Sex in advertising – a small experiment. Just for the hell of it, we decide to post a link to the story on Paris Hilton returning as a ‘spokesperson’ for Carl’s Jr. In her standard attire there – a bikini.
A couple of days later, Facebook let us know that 50 people had been reached with that post – with no promotion behind it.
That was a bit surprising, because the average non-promoted post on that very same Facebook page gets about 10 views on average. So just by including a sexy shot of Paris, we received five times as much, shall we say, exposure. Here’s a typical post, with the results:
In a related story, AdAge noted that a new TV spot from navigation brand TomTom had been banned from TV, and currently has over 3 million views and climbing on YouTube. Now we’ve seen a number of sexy-viral videos before (purely for research, we can assure you) and this one is pretty damn tame by comparison. So it appears that in general, just the IDEA that something will be risque causes a huge number of people to go check it out. This in an age when all manner of online porn is just a click or two away… 24/7.
Ultimately, there’s not very much there in the TomTom video. Certainly no sex, very little production value and not much of an idea either. It’s boring. And Paris for Carls’ Jr. is really just a sexy body with a burger. It’s one of the mysteries of advertising that this type of work is as successful as it appears to be. Or maybe it’s not that mysterious at all. When they say that porn created the Internet, maybe they’re right.