10.17.2008

it's not your fault, and you can't fix it.

Continuing on the subject of radio ads, the ads for a product called Evercleanse have been inescapable.  They are also hilarious, but they make an interesting point when to comes to selling people products related to healt, wellness or fitness.


Evercleanse, in brief, is a product that contends your intestines and colon are filled with waste that is making you fat.  The waste is diet proof, immovable, and compared to 'spackle or paste'  That's right.  Evercleanse wants you to know that you aren't fat.  You don't need to diet or exercise.  You are merely filled with secret poo.

The genius part of this, for me, is that the ad opens with a condemnation of men: we're overweight due to fast food and overeating.  With women, it's a matter of secret poo, so diet and exercise won't do anything.

Convincing, and promising to customers that they are blameless, as opposed to those other people, is useful.  Convincing them that the effort they weren't going to put forward anyway would be wasted, is useful.

Where it falls apart for me is the suggestion that Evercleanse serves a need that no one else can serve.  Being a solution, or the best solution, or the only logical choice, is great.  Telling me you are the only possible solution leads me to question your credibility.  That, and the secret poo.

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