Thursday, July 13, 2006
Have You Seen This Commercial?
A Yoplait Light yogurt television ad features a swimsuit-clad woman shimmying around a boardwalk and the beach, hiding her body with an inflatable raft. When she finally lifts the raft, we see 2006’s version of the “Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini.”
But, don’t think the raft came off that easily.
At the same time, we’re introduced to the product, Yoplait Light yogurt. Our heroine would not have had the courage for this particular raft-ectomy had she not befriended the Yoplait product, marketed for its “weight-loss boost.” Fine-tuning a broader advertising campaign that focuses on the scale-savvy features of dairy, we’re exposed to the message that body acceptance will only occur if you're thin. And if you’re not, because you haven’t done your dairy, you better raft-wrap yourself again.