EqualPayday Looks to "Close the Wage Gap" With Their Ad
Shelby Lee Walsh — March 6, 2011 — Life-Stages
References: mortierbrigade & adsoftheworld
The motto of EqualPayday is, "The less you earn, the longer you work. Close the wage gap." What better way is there to illustrate this point than by using three tried and tested tactics -- shockvertising, sexual imagery and a killer soundtrack? The Brussels, Belgium ad agency Mortierbrigade uses all three of these elements in combination to create a truly (ahem) "memorable" ad.
Just launched this month, this EqualPayday commercial depicts various seniors who are still in the workforce at 55 years of age and up. Some of these elderly women have health issues, but their weak pensions and low pay prevent them from being able to retire comfortably. This unease in their life is paralleled by the viewer watching the commercial as the grannies make eyes with the camera in skimpy outfits. While these images look quite unnatural, the EqualPayday ad is surely illuminating how unnatural it is for these women to still be in the workforce because of wide wage gaps.
Just launched this month, this EqualPayday commercial depicts various seniors who are still in the workforce at 55 years of age and up. Some of these elderly women have health issues, but their weak pensions and low pay prevent them from being able to retire comfortably. This unease in their life is paralleled by the viewer watching the commercial as the grannies make eyes with the camera in skimpy outfits. While these images look quite unnatural, the EqualPayday ad is surely illuminating how unnatural it is for these women to still be in the workforce because of wide wage gaps.
Trend Themes
1. Shockvertising - Using shock value in advertising to grab attention and convey a powerful message about wage inequality.
2. Sexual Imagery - Incorporating sexual imagery in commercials to elicit a strong emotional response and start a conversation about the wage gap.
3. Killer Soundtrack - Employing a powerful soundtrack in ads to enhance the impact of the message and engage viewers.
Industry Implications
1. Advertising - The advertising industry can benefit from employing shocking and provocative techniques to effectively communicate important social issues like wage inequality.
2. Senior Care - The senior care industry can address the challenges faced by elderly individuals in the workforce and advocate for fair wages and retirement benefits.
3. Music - The music industry can collaborate with brands to create impactful soundtracks for campaigns that raise awareness about social and economic issues.
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