Rad & Bad Ads: Progressive & ModiBodi

The first YouTube comment on this video is “wtf?”

And I couldn’t agree more.

Even ChatGPT couldn’t write a script as nonsensical as this.

I tested it and the AI version is better.

Here’s the client’s version:

Comfort is being prepared even if you’re not ready.
It’s looking after yourself while looking out for the planet.
It’s the night you feel like you again after your first baby.
Comfort is more than just a feeling, it’s life-changing.

WTF does any of this even mean?

I thought maybe it was a female thing.

So I showed it to some women I know who enjoy comfort.

Their collective response?

WTF.

I never like to say an ad is bad without offering some thoughts on how it might be improved.

After all, judging is easy and ideas are hard.

Selling comfortable clothes that give women confidence is a good thing and this may have been a good brief.

As far as I can tell, the way most women’s clothing is sold is almost always fashion over function.

Comfort and confidence aren’t touted often.

So I like where they are (trying) to come from.

Perhaps a more anthemic, personal, and empowering VO would have helped.

Using the existing, slightly weird, video imagery, something like this might work:

Whatever the day brings.
We’ll help you face it.
With confidence.
With comfort.
With style.
With everything that makes you proud to be a woman.
Modibodi.
Comfortable confidence.

This is still a long way from rad.

But at least it makes sense.