What's the message?
Arktur is a Russian producer of men’s underwear and socks. I never heard about this company before but recently I noticed several Arktur billboards in Moscow. This billboard is picturing two men. One of them (with long hair on the right) is Tarzan – a notorious stripper loved by Russian tabloids. He is performing in a Moscow “Little Red Riding Hood” only-for-women strip bar and takes 500 US dollars for a private dance.
What’s the message of this ad? Tarzan’s exterior simply disgusts me and I’m sure that I’m sure millions of Russian men share my attitude. If I see Arktur socks in a store I won’t buy them on principle. Do they focus on gays? I doubt it strongly. For Russian gays he is the least attractive celebrity. Anyway, socks and underwear for gays is such a tiny market niche.
The only reasonable explanation is the idea that women – not men – is Arktur’s target audience. If you want buy socks for your boyfriend – choose Arktur. I only wonder what would my wife, for example, say, “Dear, I bought you socks endorsed by Tarzan. You know, that guy who takes 500 dollars for a private dance”.
posted by Konstantin at Tuesday, September 13, 2005
2 Comments:
You know, I was thinking the same about this ad when I first saw it in the metro.
Obviously, it focuses on women's subcounscious. Knowing Russian men, who often rely on their wives taste when it comes to choosing clothes, I find this advertisement rather ingenious.
BG
As a woman, I would say that this ad is disgusting :)
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