March 15, 2017 10 Comments
There are commercials that start off pretty well, but then when they get to the advertising aspect (i.e. whatever they’re selling) will make you shout out “that’s bullshit!” This effort from Allergan entitled “Eyepowerment” fits the bill. It starts out with photographs of important women from history, including Rosa Parks, Amelia Earhart, and Frida Kahlo. The photos are accompanied by Kim Carnes’ lovely song “Bette Davis Eyes” (the version in this commercial is sung by Bae West). On screen it says, “Before we had our voice, we had our eyes.” OK. But then, there’s a sudden pivot. We find out it’s a commercial about chronic dry eye. What? A completely confused, misguided and frankly insulting attempt to link feminism to chronic dry eye. Leave it to a pharma company to screw this one up.