Friend of the blog Visitor Design sent this to us via Twitter on Friday night. Get it? It means that Wódka is the kind of vodka that’s here to pay off its student loans and has its own well-designed website, but it costs the same as the kind of cheap hooch hustling the corner for enough cash for another night at the motel. It’s a smooth marketing take on the commonly assumption that sex workers are doing one of two things: either ho-ing from sheer desperation or enjoying a pampered, rarefied existence thanks to the largesse of generous men. Because you know the language: escorts are expensive and hookers are cheap. While there are certainly sex workers who charge a lot and sex workers who don’t charge so much, I can’t imagine this ad saying something like “Model Quality, Girl Next Door Pricing.” Oh, wait. This is a liquor ad. That could totally happen.
But: There’s a sheep in that ad. In this context, the image of the sheep leads us to a darker place, one where, when desperate men think of the relative pricing and availability of prostitutes, may ponder the free option. Wódka, what are you going to do to that lamb? A willingness to associate your product with bestiality is truly a maverick move.
What would be another useful analogy for this campaign? Why, seafood, of course.
Coming soon: “Cocaine Quality, Meth Pricing.”
ETA: Another fine metaphor, found at copyranter.