Monday, July 16, 2012

What in Marketing Heck, Lifetime?

I was reading an article online when I noticed this banner ad:


Out of the corner of my eye, I would have guessed the ad was for Maxim magazine, except the words "SO EFFING HOT!!!" were missing.  Instead, I was surprised that it was an ad for Project Runway, one of the few reality shows I've enjoyed watching.  For those who don't know the show, it's basically about up-and-coming clothing designers competing for start-up funds for their own line, with challenging creative competitions for eliminations.  Even though I wouldn't say I'm a fashionista by any large stretch, I do appreciate the designers' sheer creativity and professional attention to detail and I love the well-crafted, interesting, and flattering clothes. 

Sure the gorgeous, hot model in bra, thong, and heels in this Maxim-style ad is gorgeous, hot model Heidi Klum, who is the host of the show.  But you know who the target demographic of Maxim is?  Young, straight males.  You know who actually watches Project Runway?  Pretty much everyone except young, straight males (with the exception of the hip and smart dudes who watch the show after being introduced to it by their wives/girlfriends).  I don't know if Lifetime is trying to bring a new demographic to this show, but this outfit is not de riguer for Ms. Klum, nor is the come hither attitude.  If the guys who decide to change over to Lifetime to watch, say, Jennifer Love Hewitt in her underwear for The Client List also choose to DVR Project Runway from this ad, they may be pretty disappointed.

C'mon, Lifetime, really?

3 comments:

Paul said...

While they might have different demographics, Maxim and Fashion are both focused on appearance- intellectual they aint...

Pound said...

i think that's what's called bait and switch.

Tom said...
This comment has been removed by the author.