I’ve enjoyed most of the commercials in Kohler’s “Bold Look” ad campaign. It’s got to be difficult to market a product such as theirs in a way that’s interesting and captivating, so I give them kudos for the mostly successful manner of doing so. I might not be in the market for a new faucet or a toilet, but their ads catch my attention because they tell mini-stories.
Unfortunately, their latest hasn’t left me with a positive impression. For those who can’t get the video to run, it’s a commercial for a toilet. A man leaves his home and sees a plumber’s van outside his neighbor’s house. The plumber is a very attractive woman, who’s wearing shorts** and has her sleeves rolled up (to expose as much skin as possible, and I don’t mean the stereotypical “plumber’s crack” kind of exposure). They make eye contact. She looks…sultry. He watches her go into his neighbors house, and then races back into his own, where he proceeds to start throwing insanely stupid things down his toilet. Nothing works. His toilet is too good. Toward the end of the ad, he’s pouring dog food down it when his wife appears and stares at him, puzzled.
The reason I find the story this particular ad tells rather bothersome is twofold: 1) it does no justice to the female plumber. She’s eye candy. She’s fantasy material, not a legitimate professional; and 2) it does no justice to the man (the MARRIED man, even), who turns into a slavering idiot ruled by his hormones, and will clearly do anything to get the female plumber into his house so he can ogle her up close. With his wife looking on, apparently.
My negative reaction to this spot was instant. Bad Kohler, no cookie.
**ETA: Egg on my face! Jo’s not wearing shorts, though she does still walk like she’s modelling instead of going on a plumbing housecall. That’ll teach me to write an article long after viewing the subject material.