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Garnier Fructis Haircare Range
Garnier Fructis Strength & Shine : Beautiful Hair
TV/Cinema
isadn 37858

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Dear Prudence
she's out to play

Mon 23 April 2007

Honestly, this ad makes me ashamed to be a woman. Its been practically 40 years since the feminist revolution. We're apparently storming the commanding heights of business, culture and politics .OK, the men are putting up a tough rear guard action but they're generally considered to be dimmer, more troublesome and pretty much on their way out. I happen to know that a number of ad agencies have been running positive discrimination in favour of blokes for some years. Apparently if they'd hired entirely on merit they wouldn't have any male account executives at all.

So if us girls are all so much brighter and better than blokes why are smart people like Garnier still talking to us like this? I mean this ad is just bursting with daft technobabble about stuff like fruit micro waxes, all delivered in a shouting torrent of made up names and dubious claims. All I can specifically remember is that this shampoo has added AHA. Are you kidding? Is todays bright , modern, media savvy woman really going to rush out and buy a shampoo, because it has added AHA ? Garnier obviously believe so and they're a big and successful company, so maybe they know something we don't about just how bright us girls really are.

All I can say is, if this ad works, then we must all be as daft as brushes and deserve to be sent back into the kitchen and tied to a hot stove for the rest of our natural lives.

Do women still go for ads like this?

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Or are Garnier a little bit behind the times?

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