Jami Bernard's Ad Rant: Halls Refresh gets fresh in the dorms
Filed under: Ad Rant
Imagine you're a teenage boy whose parents are helping you move into your freshman dorm. Ooh, the excitement of starting college! You and Dad are hauling some cartons in, when suddenly you stumble across Mom having some kind of orgasmic têtê-à-têtê with your dorky new roommate. Ewww!
That's what Halls is serving up in a bizarre ad for its new product Halls Refresh, giving new meaning to the concept of "hard candy."
The roommate offers Mom a Halls Refresh and takes one himself. They suck their candies with exaggerated lip-smacking movements while they lock eyes and go into a mutual, implied reverie. They look like they've been to an opium den, not the candy counter.
That's when the son and his dad show up and respond with predictable outrage and disbelief.
The ad is trying for "wacky" more than sexy. If they were going for sexy, they'd have cast a foxier looking "cougar" and a studlier looking freshman. Had Halls wanted to imply that their candy will hook you up, they would have used a more traditional approach, not one that results in arm's-length fantasizing. Or, at least they could have taken a page from the 1983 movie Class, in which Jacqueline Bisset, Rob Lowe and Andrew McCarthy form the triangle in the quad.
Halls is not sending the message that if you buy this candy, you'll get lucky with an age-inappropriate partner. The message is more along the lines of: If you buy this candy, you will personally feel as if anything is possible -- even the ridiculous. (Or the nauseating.)
What's "icky" about the ad is not actually the age difference between the mother and the roommate. It's the idea of the woman's son bearing witness. Children notoriously don't want to acknowledge that their parents ever have sex with anyone, let alone with their buddies.
It's skeevy, sure. But my interest lies in the syrupy mess of things Halls is making for itself. It looks like the company has broken one of The 22 Immutable Laws of Marketing, as put forth in the popular book of that title by Al Ries and Jack Trout. Ah, here it is, Rule No. 12, The Law of Line Extension: "One day a company is tightly focused on a single product that it highly profitable. The next day the same company is spread thin over many products and is losing money."
What are that mom and college freshman chewing with such relish, anyway? Halls Refresh is a "mouth moistening" sucking candy that, as Halls explains in a letter sent to people who have complained about the ad, "is totally unique within our HALLS portfolio." Totally unique = Ignoring Rule No. 12.
You see, Halls is famous for cough drops. We all know that. When we hear "Halls," we expect cough drops and lozenges and throat soothers. When we have a cold or a sore throat, we pop a Halls and expect something appropriately medicinal, both in taste and purpose. Not something that makes us want to have sex with someone several decades our junior or senior.
Two final questions to ponder along with the great questions of the universe:
1) What is "Advanced Moisture Action," anyway? Halls puts a Trademark symbol after the phrase-which is not the same as an "RX," by the way. "Advanced Moisture Action" is not purporting to be a remedy or even a technique or a theory, just a slogan that sounded authoritative when they made it up.
2) Who needs a "mouth moistening" candy? I guess it's someone with dry-mouth. Perhaps it's someone in business who has to give a big presentation, or a teenager afraid to ask his roomie's mother for some Mrs. Robinson action. In other words, someone who's nervous. Is this ad saying that Halls Refresh will make you so mellow you won't even notice when your behavior is inappropriate?
That's what Halls is serving up in a bizarre ad for its new product Halls Refresh, giving new meaning to the concept of "hard candy."
The roommate offers Mom a Halls Refresh and takes one himself. They suck their candies with exaggerated lip-smacking movements while they lock eyes and go into a mutual, implied reverie. They look like they've been to an opium den, not the candy counter.
That's when the son and his dad show up and respond with predictable outrage and disbelief.
The ad is trying for "wacky" more than sexy. If they were going for sexy, they'd have cast a foxier looking "cougar" and a studlier looking freshman. Had Halls wanted to imply that their candy will hook you up, they would have used a more traditional approach, not one that results in arm's-length fantasizing. Or, at least they could have taken a page from the 1983 movie Class, in which Jacqueline Bisset, Rob Lowe and Andrew McCarthy form the triangle in the quad.
Halls is not sending the message that if you buy this candy, you'll get lucky with an age-inappropriate partner. The message is more along the lines of: If you buy this candy, you will personally feel as if anything is possible -- even the ridiculous. (Or the nauseating.)
What's "icky" about the ad is not actually the age difference between the mother and the roommate. It's the idea of the woman's son bearing witness. Children notoriously don't want to acknowledge that their parents ever have sex with anyone, let alone with their buddies.
It's skeevy, sure. But my interest lies in the syrupy mess of things Halls is making for itself. It looks like the company has broken one of The 22 Immutable Laws of Marketing, as put forth in the popular book of that title by Al Ries and Jack Trout. Ah, here it is, Rule No. 12, The Law of Line Extension: "One day a company is tightly focused on a single product that it highly profitable. The next day the same company is spread thin over many products and is losing money."
What are that mom and college freshman chewing with such relish, anyway? Halls Refresh is a "mouth moistening" sucking candy that, as Halls explains in a letter sent to people who have complained about the ad, "is totally unique within our HALLS portfolio." Totally unique = Ignoring Rule No. 12.
You see, Halls is famous for cough drops. We all know that. When we hear "Halls," we expect cough drops and lozenges and throat soothers. When we have a cold or a sore throat, we pop a Halls and expect something appropriately medicinal, both in taste and purpose. Not something that makes us want to have sex with someone several decades our junior or senior.
Two final questions to ponder along with the great questions of the universe:
1) What is "Advanced Moisture Action," anyway? Halls puts a Trademark symbol after the phrase-which is not the same as an "RX," by the way. "Advanced Moisture Action" is not purporting to be a remedy or even a technique or a theory, just a slogan that sounded authoritative when they made it up.
2) Who needs a "mouth moistening" candy? I guess it's someone with dry-mouth. Perhaps it's someone in business who has to give a big presentation, or a teenager afraid to ask his roomie's mother for some Mrs. Robinson action. In other words, someone who's nervous. Is this ad saying that Halls Refresh will make you so mellow you won't even notice when your behavior is inappropriate?
Reader Comments (Page 1 of 36)
11-10-2009 @ 8:04PM
Francesca said...
I thought the commercial was VERY inappropriate and "distasteful". It should hit the editing floor PERMANENTLY!!!!!!!!!!
Reply
11-10-2009 @ 9:08PM
youngblood said...
There wouldn't be some much of a problem if the people were good looking, really. That they are both 'odd' looking (for commercials) makes it creepy. It really isn't sexually offensive, just over the top making you feel uncomfortable. creepy
11-10-2009 @ 9:25PM
Sharon said...
I totally agree with you. This commercial is in bad taste.
11-10-2009 @ 9:26PM
Jenbader said...
Aw, grow up already. All they do is LOOK at each other. Nothing happens. Stop being such an uptight little baby
11-10-2009 @ 9:31PM
melissa said...
I couldn't agree with the negative reactons more. Usually I'm more of a "Oh well, no big deal" kind of person, but this commercial is just disgusting. And it on all the time which means my five year old is getting desensitized to inappropriate innuendo between adults and children, what's next if we are allowing this?
11-10-2009 @ 9:49PM
SPINNEY said...
I AGREE, IT'S A FRIGGIN FUNNY COMMERCIAL. KUDOS TO THE PEOPLE THAT THOUGHT IT UP. GENIUSES BECAUSE IT GOT THE OLD FATTY'S UPSET.
11-10-2009 @ 9:58PM
mthudak said...
I agree with you totally!! My husband and I have commented repeatedly how inappropriate and disgusting it is. I HAVE to change the channel now whenever it comes on. And to the person who says it wouldn't be so bad if the people were attractive -- YES IT WOULD! A mother and her son's college roommate looking suggestively at each other, puckering their lips and moving their mouths slowly, and "thinking" the things the voiceover is saying is just disgusting, no matter the appearance of the people. In fact, if they were attractive, it would probably be even worse, as it would be even more suggestive. Then the son and his father walking in and finding this seduction going on makes it even worse. REPULSIVE!!
11-10-2009 @ 10:36PM
Tyler said...
how imature are you its not even that bad there like three feet away from each other
11-10-2009 @ 10:40PM
Daniel said...
I thought the commercial was hilarious and not distasteful in any way. People who think it is are looking way too far into it. Nobody can say that they have never had a hilariously funny, yet awkward situation where something appears to be something other than what it actually is. Seriously people, get some real perspective and stop pretending like things like this don't happen.
11-10-2009 @ 10:59PM
john said...
if you think this commecial is in bad taste i almost feel sad for you. it also did a terrific job on this commecial.... to have people responding sooo much from an ad about thier product.
the funniest thing about this commercial is that you prudes think its disgusting!!!!! is it that the female isnt what yould expect in a sex ad? is it that you find sex repulsive?
if you find this ad inappropriate you are one of 3 things...... a religious fanatic, under-aged, or someone with some kind of sexual repression brainwash. please pick one before posting
11-10-2009 @ 11:08PM
Lisa said...
I agree totally....reminds me of Mary Kay Lourteanou (sp?)
11-10-2009 @ 11:17PM
petite said...
get a life
11-10-2009 @ 11:37PM
Lori said...
I agree also. I went as far as to send an e-mail to the company
stating my surprise at how tasteless the commercial was.
I'm glad to know others feel the same.
11-10-2009 @ 11:48PM
Buster said...
Sorry but I find it funny. The idea that a cough medication would have that effect on an older woman.........too funny.
11-11-2009 @ 12:26AM
Master Shake said...
America - land of the prudes. First, that the company was afraid to use an attractive woman, and second that it still freaks you out. I like the term "age-inappropriate" in the article, too. Like everything has to be "appropriate" or it is evil. This is the rigid narrow mindedness of Puritans. I would love to see one of the people who thinks this commercial is "inappropriate" be strapped into a chair to watch some of the commercials in other countries. One where a girl is sitting on the top of a buliding with no skirt, grinding her pelvis against the roof (the ad is for the roofing tiles). Another has a mother in a park breastfeeding, when a teenage boy is standing looking at her. The next scene he's on the other breast. Then she holds up the bottle of perfume she's using. No one protests or whines about it. It makes most people laugh - the way that it should. The ONLY thing that is wrong with this commercial is the woman is butt ugly.
11-11-2009 @ 12:40AM
Kathleen said...
I am a 61 year old mother of 8 and grandmother of 11. I thought it was hilarious. People can read into it what they want. Not everyone has a dirty mind.
11-11-2009 @ 1:01AM
Mrs. R. said...
I disagree. It is hilarious! I love the idea that the Hall's drop is sooooo good that you can lose yourself and not realize it. I never took the content to be depictive of flirting.
11-11-2009 @ 1:25AM
Swooop said...
Lighten UP!!!!!!!!!
11-11-2009 @ 2:51AM
annie said...
I didn't see any sexual connotations.
I giggled when I saw it. I remember my first days....
11-11-2009 @ 2:21AM
Tuggle said...
I thought there was nothing distasteful about this commercial. It's funny, suggestive, but I've seen worse from Calvin Klein and other more influential ad providers. If it were a hotter mom, perhaps it would be in bad taste, but because the mom (though very pretty) is a rather plain looking woman, it gives the ad a degree of humor that doesn't fall into distasteful with obvious overt sexual implications.