As racy as instructive Kama Sutra images can be, the Awesome Rags! ad campaign, which spoofs these sexual positions, is actually rather tame. Although it puts people's lust for clothes on the same level as their lust for sex, the result is something more comical than carnal. Of course, this is a good thing. The Awesome Rags! ad campaign isn't looking to stir up any controversy.
Conceived and executed by Stockholm-based ad agency Svensson, the Awesome Rags! ad campaign is titled 'In Lust We Trust.' Basically, it advocates trusting our instincts. Buying clothes is like looking for your other half, there has to be chemistry. On a more general note, the Awesome Rags! ad campaign is sure to grab people's attention.
Kama Sutra-Spoofing Ads
The Awesome Rags! Campaign States "In Lust We Trust"
Trend Themes
1. Sexualization of Ads - The use of sexual innuendos in ads creates a brand image that is attractive to the consumers and should be continued innovatively.
2. Humorous Advertising Campaigns - Using a light-hearted approach towards the advertisement emotionally connects the viewers to the brand and should be further explored.
3. Instincts-based Marketing - Marketing that focuses on the instincts of the consumers to drive purchase decisions should be explored more to create consumer loyalty and build brand identity.
Industry Implications
1. Fashion - Fashion industry can leverage the 'In Lust We Trust' ad campaign concept of chemistry to promote their unique style, creating brand image and improve sales.
2. Advertising - Ad agencies can look to create humorous and attention-grabbing ads while avoiding controversy to attract more clients and retain existing ones.
3. Consumer Goods Retail - Consumer goods businesses can benefit from adding a sense of humor to their ad campaigns while also focusing on the instincts of their target market to drive purchase decisions and brand loyalty.