Does Liquid-Plumr Double Impact Make You Hot?

Methinks the copywriters of this Liquid-Plumr Double Impact spot were men. Here’s the “innuendo stuffed” commercial, created by DDB San Francisco.

Wow. Ballsy. A commercial that’s simply slathered with saucy sexual suggestiveness. It reminds me of a recent Crystal Light commercial, except that Liquid-Plumr’s is one big innuendo. Even after the fantasy, there’s meat and melons…very unsubtle imagery. I think it’s a smart move for brands that are “there” (fairly well-known but not highly discussed) like Liquid-Plumr or Crystal Light to have such splashy spots. We’re talking about them now, right? I’m just waiting for Drain-O’s “oh ohh ohhh” response.

Get Wet With Crystal Light

“Uhhhhh, the lady says she is gonna get wet while taking her shirt off. I’m sure you will have plenty to say about this.”

Crystal Light is a drink powder mix marketed to women. Really just by looking at the name you can figure out it’s geared toward women. “Crystal” just seems like one of those gendered tipoffs…maybe that’s one reason Crystal Pepsi failed. Gender issues in drink ads would make an good post. I think I’ll write about something like this in the future. But now, the Crystal Light commercial.

It’s interesting to write about this commercial, because it’s so clearly not aimed towards me. I’m not worried about bikini season, and I would like to think nobody wants to see me in one. I tend to write about commercials as I see them, and if I’m watching sports, the ads are typically male-centric. So we’ve got two fairly attractive women on a plane, one drinking Crystal Light. She says it’s almost bikini season, something her friend/co-worker scoffs at because it’s winter and they’re overworked professional women. But since this is a commercial, the unexpected happens. The plane crashes onto a beach, and they miraculously survive (wouldn’t make a good ad if they died in a fiery fashion, right?) Then a hunky beefcake type approaches the women in need of finding water. The Crystal Light drinker says she can help, and yes, she says she’ll get wet while taking her shirt off. I can only assume they got water and then made attractive babies.

So…the reaction? AdFreak likes it. I think it’s cheeky, over-the-top, obviously sexual, but not offensive at all. That’s how it’s supposed to be, and that’s the reason an ad for a non-flashy product like Crystal Light is getting so much attention. The YouTube comments tend me be positive too, with most negativity coming from a “plane crashes aren’t funny” perspective. I feel like women with a sense of humor appreciate this too. But there’s a few groups who might derail the happy feelings: angry feminists and prude conservatives. ANYTHING slightly controversial in a gendered manner tends to get the ire of feminists. Remember that milk campaign? One of the dumbest “controversies” I’ve ever seen, but yet enough bored women cared that the campaign got pulled. And prude conservatives? We live in America, so we all know about them. I have no problem with this commercial, but some humorless people might. Rest assured, it won’t be coming from the beefcake crowd who is “sick and tired of being objectivified.”

And by popular request: the blonde woman is played by Zibby Allen. The brunette is played by Jama Williamson. And the beefcake man is Charles Divins.

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