In most soap ads when they show face washing, it's front view rather than profile. I can just hear some marketing person objecting to a shot, "But she got soap in her ear! And ON HER HAIR! That's not our territory." And a company lawyer asking, "Can we make it clear that the heaps of foam in the beginning were from bubble bath, not the soap, while planting the idea in the viewer that the soap does make lots of lather?"
@heine71 Not what she put on her face, that's for sure, because if that got out the FTC would be on them. Camay is strong as soaps go, and if they had to do a lot of takes of washing & rinsing, it probably got her skin pretty sore--as reported by someone who as a child modeled for Ivory soap in another YouTubed ad. But FTC has not been receptive to the ethics of using a substitute as a more film-realistic version of the real thing, to make up for distortion, viz. the marbles in Campbell soup.
@heine71 That's right, and they police advertising and claims made in them. I'm the chief scientist for a program that tests dietary supplements for claims to satisfy FTC requirements. Because the appearance of the lather would be an implicit claim for the soap, she would not have been allowed to put, say, mashed potatoes on her face instead. The fluffy suds surrounding her, however, might not have had to be Camay, because it's not necessarily implied that it was that rather than bath foam.
@heine71 And I guarantee you that after a hundred takes of washing and rinsing, you'd wish that had been mashed potatoes on your cheek instead of soap, especially a high coconut content one like Camay.
@heine71 They had reason to advertise the high coconut content, but that also makes it more grease-cutting and irritating than soaps with less coconut. Would make no difference in most situations, but if a model had to wash & rinse repeatedly over the course of a few hours to make an ad, it would be more of a problem.
They had to break at least one sponsor taboo. Generally in soap ads, they don't want to show soapsuds in contact with ladies' head hair even incidentally, because they want to sell you shampoo separately, except in old ads for Zest deliberately likening it to shampoo. They may have been playing with fire with the FTC unless viewers were believed to understand this as a portrayal of ladies using bubble bath and then using Camay soap, rather than implying that the soap had made tubsful of lather.
@heine71 Why care? Advertisers have a notion of how they want customers to use their products, or how they want them to THINK people use them, as part of their "positioning". Frequently sellers do respond to feedback on how actual product use, and eventually it gets into the ads. In this case, the soap company wants to sell a more expensive product, shampoo, alongside their cheaper product, so it is unusual to show, as this ad did, hair dunked into bubble bath and getting soap lather onto it.
IIRC this (or one of the series) got a Clio. They used the same sound track with at least 3 models (different skin & hair colors), 1:00 and 0:30. Some shots looked as if done with the model on a swivel chair in a tank of what looked sometimes like shaving cream, other times light bubble bath fluff, other times camera seemed to track around model. Possibly misleading ad unless the advertised product was actually used to produce all those suds -- but then why'd the cake of soap look unused?!
@goodmaro I think the 1 minute version used more of the "You Are So Beautiful" song with the "You're everything I hoped for, you're everything to me" line. I never saw any 1 minute version of this Camay campaign.
@heine71 Yes, got the song exposure. They also had a snippet version for "sponsored by" tags IIRC. Odd that of all their ads, none from this acclaimed series were posted until now. I bet they shot footage for days with models of different ages too, getting waterlogged and chapped from all the soap, most never produced, and combined shots from different tubs, some real bathtubs with water under the suds, some just tanks of dry foam, to get a few secs. of produced ad. Commercials do TONS of takes!
In most soap ads when they show face washing, it's front view rather than profile. I can just hear some marketing person objecting to a shot, "But she got soap in her ear! And ON HER HAIR! That's not our territory." And a company lawyer asking, "Can we make it clear that the heaps of foam in the beginning were from bubble bath, not the soap, while planting the idea in the viewer that the soap does make lots of lather?"
goodmaro 4 months ago
@goodmaro Maybe the soap suds may be fake/faux...
heine71 4 months ago
@heine71 Not what she put on her face, that's for sure, because if that got out the FTC would be on them. Camay is strong as soaps go, and if they had to do a lot of takes of washing & rinsing, it probably got her skin pretty sore--as reported by someone who as a child modeled for Ivory soap in another YouTubed ad. But FTC has not been receptive to the ethics of using a substitute as a more film-realistic version of the real thing, to make up for distortion, viz. the marbles in Campbell soup.
goodmaro 4 months ago
@goodmaro Is the FTC the Federal Trade Commission, and what is their duty on this?
heine71 4 months ago
@heine71 That's right, and they police advertising and claims made in them. I'm the chief scientist for a program that tests dietary supplements for claims to satisfy FTC requirements. Because the appearance of the lather would be an implicit claim for the soap, she would not have been allowed to put, say, mashed potatoes on her face instead. The fluffy suds surrounding her, however, might not have had to be Camay, because it's not necessarily implied that it was that rather than bath foam.
goodmaro 4 months ago
@goodmaro FTC METHOD!
heine71 4 months ago
@heine71 And I guarantee you that after a hundred takes of washing and rinsing, you'd wish that had been mashed potatoes on your cheek instead of soap, especially a high coconut content one like Camay.
goodmaro 4 months ago
@goodmaro But Camay was once called creamy coconut soap in the mid 1980's!
heine71 4 months ago
@heine71 They had reason to advertise the high coconut content, but that also makes it more grease-cutting and irritating than soaps with less coconut. Would make no difference in most situations, but if a model had to wash & rinse repeatedly over the course of a few hours to make an ad, it would be more of a problem.
goodmaro 3 months ago
@goodmaro High coconut content, amazing!
heine71 3 months ago
They had to break at least one sponsor taboo. Generally in soap ads, they don't want to show soapsuds in contact with ladies' head hair even incidentally, because they want to sell you shampoo separately, except in old ads for Zest deliberately likening it to shampoo. They may have been playing with fire with the FTC unless viewers were believed to understand this as a portrayal of ladies using bubble bath and then using Camay soap, rather than implying that the soap had made tubsful of lather.
goodmaro 4 months ago
@goodmaro How can you break shampoo/soap taboo?
heine71 4 months ago
@heine71 I don't understand what you're asking me here. Are you asking how to make sponsors of advertising think differently?
goodmaro 4 months ago
@goodmaro Yes.
heine71 4 months ago
@heine71 Why care? Advertisers have a notion of how they want customers to use their products, or how they want them to THINK people use them, as part of their "positioning". Frequently sellers do respond to feedback on how actual product use, and eventually it gets into the ads. In this case, the soap company wants to sell a more expensive product, shampoo, alongside their cheaper product, so it is unusual to show, as this ad did, hair dunked into bubble bath and getting soap lather onto it.
goodmaro 4 months ago
IIRC this (or one of the series) got a Clio. They used the same sound track with at least 3 models (different skin & hair colors), 1:00 and 0:30. Some shots looked as if done with the model on a swivel chair in a tank of what looked sometimes like shaving cream, other times light bubble bath fluff, other times camera seemed to track around model. Possibly misleading ad unless the advertised product was actually used to produce all those suds -- but then why'd the cake of soap look unused?!
goodmaro 4 months ago
@goodmaro I think the 1 minute version used more of the "You Are So Beautiful" song with the "You're everything I hoped for, you're everything to me" line. I never saw any 1 minute version of this Camay campaign.
heine71 4 months ago
@heine71 Yes, got the song exposure. They also had a snippet version for "sponsored by" tags IIRC. Odd that of all their ads, none from this acclaimed series were posted until now. I bet they shot footage for days with models of different ages too, getting waterlogged and chapped from all the soap, most never produced, and combined shots from different tubs, some real bathtubs with water under the suds, some just tanks of dry foam, to get a few secs. of produced ad. Commercials do TONS of takes!
goodmaro 4 months ago
Thanks for sharing.
tinynicktune 4 months ago