The premise of any commercial for a men's deodorant, body spray or body wash is the same -- non-stop sex. For example, watch any Old Spice ad. But that's actually not my complaint about this Nivea for Men commercial, because over-the-top sex appeal just so commonplace that it's silly to call it out. Rather, I object to this commercial for another reason (just watch the first commercial here, I think this includes both the :30 and the :15 versions):
Now the first part of this ad pokes fun at some the Old Spice and Axe Body Spray nonsense, by showing teenager parodies lusting for a strong-smelling body wash they think could get them laid (and the only reason they would have that perception? Commercials.) But in the middle of that is a fairly egregious slip-up:
Asian kid (nerdily): This won't increase my ability to mate.
Oh yes -- stereotypes. That's what body wash/deodorant marketing was missing! Man, the constant barrage of flimsy promises of easy women wasn't enough -- I really needed it to hit home with some old-fashioned cheap shots at minorities.
The Bodywash for Grownups
If only Nivea had hired some grownups to write this ad for them.
So, while this commercial doesn't rely on ham-fisted sex appeal, it doesn't exactly elevate the dialogue, either. One step forward, two steps back. We see that pattern far too often around here.