Do they think moms will feel anything but patronised?
So there's a picture of this family, sans mom, in a frame. Fortunately, the people are animated and this allows them to point out bugs scuttling around OUTSIDE of the frame. Mom, who is not in the picture but is an actual human outside of the picture frame, comes to save the day. She sprays the bugs with baygone and they die. The family, INSIDE the picture frame, cheer in gratitude and relief. "Supermom!" they say, at the same time as raising a banner with "Supermom" emblazoned across it.
But if you haven't seen it, you might find it to be worse than it sounds. That's because it doesn't seem to originate from our country - another international short-cut piece of crap. And, the way they cheer 'Supermom!' can only be worse when you actually hear it. Plus there are a few other great touches - like the spray turning into bullets.
Compare this to an ad like the Doom one. What a difference it makes when you take into account, at the very least, which country it appears in. What also becomes clear is that intelligence, humour and insight can make an ad a lot better.
Does baygone honestly believe that moms are going to watch this and think to themselves "I want to be supermom too! I must buy baygone!". Do they think moms will feel anything but patronised?
It is a ham-fisted, fumbling grope at the target market. Infantile, transparent attempts to portray mom as the hero won't work. Ads like this baygone one are precisely what make people not watch ads.
So well done baygone, you've just wasted a lot of money. If your sales don't drop it's through no lack of trying on your part.
