This ad starts with an x-ray image of a woman’s skeleton
dancing in a sexy manner, and then it becomes the woman, an attractive senior,
and the slogan is: “Beauty is bone deep”. But this slogan isn’t really true,
though, because as we can clearly see from this commercial, there is something
inherently unsexy about a skeleton. That’s why you don’t see people drooling
about the attractiveness of skeletons, unless they’re deranged serial killers. Indeed,
the fact that skeletons represent death in human society generally means
they’re the opposite of sexy.
(Hey, maybe this woman should be a senior Goth chick, and then
her skeleton would turn on all the elderly Goth gentlemen?)
It’s nothing against the woman in this ad: she’s beautiful.
But the dancing skeleton: not so much. So I’m afraid that in spite of the slick
direction and great effects work here, there’s just something about the concept
that’s not quite working out. Maybe they should say that every beautiful
structure must have a sound foundation, and having strong bones keeps beauty on
a solid base, or something like that?
There’s a quote from the 1932 movie The Mummy this ad really makes me think of: “Do you have to open
graves to find girls to fall in love with?” Because if beauty is bone deep,
then you could totally dig up some love that way, right?
BTW: This spot is called: “Defiance”, but what we’re seeing
displayed here is not defiance, so much as an attempt to make a dancing
skeleton look sexy.
Here’s the beautifully boney bit:
