Bandaid had launched this print advertisement campaign for promoting its latest product Flexivel. The campaign is apparently trying to focus the latest feature of the product that this bandaid stretches according to the flexing actions of the body and remain in stuck place. The advertisements are showing two women in awkward body positions in order to emphasize the flexibility aspect of the product that gives people who are using this product freedom of movement, which otherwise could have been difficult. Despite the fact that the campaign was created in Sao Paulo but the girls appearing in the campaign seems to be Japanese not Brazilians.
The justification of using Japanese girls could be extended that Brazil is one of the largest Japanese colonies or may be girls of those region are good gymnasts but still that was not enough to save the campaign from being leveled ‘highly confusing with bad presentation’. The product benefit is also not explicitly conveyed in the campaign so that even average people could understand it. The campaign was created by McCann Erickson.
Via Ads of the World
