Earlier in the season, sports business experts pondered what, if any, impact the NFL’s Ray Rice scandal would have on female-centric Super Bowl ads. The Super Bowl’s viewing audience continues to include more women, and as a result, more advertisers are spending big to cater to them. Although women’s rights advocacy groups pressured the NFL to modify its domestic violence policies, most female fans didn’t abandon the game during the season. And now with the Super Bowl less than two weeks away, information about which advertisers we can expect to see during the Big Game has hit the internet. Weight Watchers and Victoria’s Secret are among the brands running ads during the biggest TV night. This is the first ad for Weight Watchers, and the third for Victoria’s Secret.
With its first Super Bowl ad since 2008, the lingerie and beauty brand is returning to promote Valentine’s Day. It recently kicked off it’s comeback with a teaser starring Victoria’s Secret Angels, Adriana Lima, Doutzen Kroes, Candice Swanepoel, Lily Aldridge and Behati Prinsloo.
The fully uniformed models (sorry guys!), take the field and show off their athletic side as they compete against each other in a grunt-tastic football game. As the game ends, the women sexily remove their helmets and let their hair down. The call-to-action, “Don’t drop the ball. It’s not Valentine’s Day without Victoria’s Secret,” closes out the teaser.
When you think Victoria’s Secret and football, it’s not unusual to imagine a cheesy execution highlighting barely dressed women parading around on a football field. But, when you consider that Victoria’s Secret isn’t a trashy lingerie brand, and should smartly avoid crossing into the territory of the Lingerie Football League, producing a product spot is out of the question. However, keeping in mind what was released was a teaser and not the actual ad, I’m curious to see if they turn up the creativity and raciness to deliver a more interesting Super Bowl ad. Although the call-to-action is direct, clean, and strong, Victoria’s Secret played it too safe. Furthermore, while the “Don’t drop the ball” message makes it clear the ad is targeted towards men, the 46 percent of women also tuning in are the real winners. Victoria’s Secret helps them do the heavy-lifting of reminding forgetful and oblivious men that Valentine’s Day is approaching sans nagging. Now, if the men will retain the information after more than a few beers are consumed is another question.
Let me know what you think. Did Victoria’s Secret drop the ball with its teaser?