As I waited to see the doctor I referenced in a previous post, I skimmed through the complimentary copy of Bicycling Magazine (which I have a personal subscription to) which was sitting in the lobby area. I had time to kill so I figured I’d browse through it to make the time go by a little quicker.
About halfway through the magazine there is an ad with a smokin’ hot blond depicted wearing Shimano clothing. Quick 4-1-1 for the uninitiated: Shimano is a popular component maker for bicycles, fishing equipment, etc. which is obviously trying to expand their presence into apparel and gear. Upon further reflection, I realized I hadn’t even noticed the brand until well after scrutinizing “Miss Thing.” It’s not like I have any “shot” with this girl, and I’m perfectly content with the girl I’m presently dating. It’s a total guy thing though—it’s who we are and how we’re wired. Our human nature, if you will.
Stop and think for a moment: what is Shimano really selling in this ad with the gorgeous blond? Clothing, right? Hell no—they are selling HER! They are selling the ideology that somehow buying their product gives you a shot with the model or someone much like her. It’s that subliminal message connecting some strangely placed dots within the male ego that has worked for years and will continue to do so because that’s how we’re wired. It may work on women, too, but I’m not as sure about that. Any women care to chime in to lend some “expertise?”
A majority of cyclists are men so this is likely an effective ad because guys will undoubtedly talk about the girl which will invite other guys to check out the ad. Shimano is a secondary component to the girl, but they know that. She definitely grabbed my attention so the ad worked (on me at least). All heterosexual guys will almost always notice gorgeous women (and make comments to their buddies) because we’re extremely visual. It doesn’t matter if they are single or married either—it’s the very basics of advertising to men, and it won’t go out of style. We warm blooded guys won’t let it. I’m not so sure “taken” (married or seriously involved) women would have the same reaction would they?