Cologne Commercials: Why So Cringe?

Perfume and cologne commercials have gained a reputation for being strange, formulaic, and sometimes just plain bad. But why? Well, it's hard to advertise a scent without actually being able to let the viewer or listener smell it. So, perfume and cologne commercials have to rely on imagination and creativity to sell their products. They often do this by evoking emotions and creating a fantasy world that the viewer can imagine themselves in. They also frequently feature celebrities, as this helps viewers remember the commercial and the product. However, this formulaic approach can lead to a lack of diversity and make it hard to distinguish between brands.

They sell a lifestyle, not a fragrance

It's no secret that cologne commercials are often dramatic, ridiculous, and just plain weird. But why? One reason may be that they are selling a lifestyle, not just a fragrance. They aim to create a sense of aspiration and fantasy that goes beyond simply selling a scent.

Cologne commercials often feature lavish and decadent imagery, including expensive cars, beaches, and attractive people in luxurious settings. They sell the idea of an unattainable but seductive lifestyle. As one source states, "They're selling a lifestyle, and they're also trying to cut through the noise."

The challenge for advertisers is that scent is intangible and can't be demonstrated in a traditional way. As a result, cologne commercials rely on imagination and fantasy to sell their products. They use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent.

While some may find these adverts confusing or excessive, they are designed to be memorable and stand out from the hundreds of ads consumers encounter each week. By embracing unconventional elements, cologne advertisers create curiosity and intrigue, ensuring their message resonates in a crowded advertising landscape.

Additionally, cologne commercials often feature celebrities, further adding to the aspirational nature of the campaigns. As one source explains, "When consumers can associate a fragrance with a celebrity, they have an additional point of reference... That bizarre short film will be much more likely to stick out in a consumer's mind."

While the formulaic nature of cologne commercials may seem odd, it is a deliberate strategy to create a distinct brand image and connect with consumers on an emotional level, rather than through a literal representation of the product.

They're formulaic

Cologne commercials are often formulaic, following a tried-and-tested strategy of "attraction plus something": attraction plus rebellion, passion, addiction, or individuality. They rely on a combination of sexy models, husky whispering voices, and dramatic music in the background. This formula has been established for a long time, and since it works, there is little incentive to change it.

The formulaic nature of cologne commercials can be attributed to the challenge of conveying a scent through a screen. As a result, advertisers have to rely on visual metaphors and synaesthesia to create an impression of the fragrance. Over time, certain cliques or tropes have been established to represent specific scents, such as a silk dress for soft, sweet fragrances or a couple making out for a sexier perfume. These tropes have become so ingrained that there is little deviation from them, making the commercials predictable and formulaic.

Additionally, cologne commercials often focus on selling a lifestyle rather than the actual scent of the product. They feature lavish and decadent settings, with expensive cars, beaches, or attractive couples entwined in a sexy way. This approach aims to sell the consumer an unattainable fantasy, a completely seductive lifestyle that is often detached from everyday reality. While this formula may be effective in attracting attention, it can also be criticised for lacking creativity and diversity.

The formulaic nature of cologne commercials can also be a result of the global nature of the fragrance industry. These commercials rely on beautiful visuals, music, and models, which transcend language barriers and appeal to a wide audience, especially in emerging markets where Western fantasy is sought after. The use of glamorous imagery and celebrity endorsements helps create a sense of prestige and elitism, which is an essential aspect of the fragrance industry's marketing strategy.

While the formulaic approach to cologne commercials has been successful in the past, some experts argue that the industry needs fresh creative thinking to stand out and remain relevant in today's crowded advertising landscape.

They're trying to be creative with visual metaphors

The consensus is that cologne commercials are bad because they are formulaic, uncreative, and try to sell a lifestyle rather than the product itself. However, one source suggests that they are trying to be creative with visual metaphors.

Cologne commercials are often seen as uncreative because they follow a predictable formula. They typically feature a celebrity or model, a luxurious setting, and a breathy voiceover, all of which are used to sell a fantasy lifestyle rather than the scent of the cologne itself. This formula has been established because it works and there is little incentive to change it. However, one could argue that cologne advertisers are trying to be creative within the constraints of this formula. They have to advertise a scent without actually being able to let the audience smell it, so they rely on imagination and fantasy. They use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent. They are trying to be creative with visual metaphors to compensate for the absence of the sense of smell.

For example, the commercial for Sauvage by Christian Dior, which is touted as the brand's take on the manifestation of the smell of the desert at night, features a jewel thief hiding his goods in the desert at night. This is an attempt to visually represent the type of person who would wear the cologne and the feeling that the scent evokes. Similarly, the commercial for Bleu de Chanel Parfum features the song "All Along the Watchtower" by Jimmy Hendrix, which adds to the overall aesthetic and feeling that the cologne is supposed to evoke. These are attempts to get creative with visual and auditory metaphors to compensate for the lack of smell in the commercial.

While some may view cologne commercials as simply formulaic and uncreative, it could be argued that the advertisers are doing their best to be creative within the constraints of the medium and the need to sell a fantasy lifestyle rather than the product itself.

They're trying to be artistic

Cologne commercials are so bad because they're trying to be artistic. They're not just selling a product, they're selling a lifestyle. And in order to do that, they have to create a world that you, the viewer, want to be a part of.

It's no secret that the majority of cologne commercials follow a similar formula: a famous, attractive person, usually a man, is shown living a life of luxury and decadence. There might be a sexy partner, an expensive car, or a beautiful location. The point is to create an image that is aspirational and indulgent.

But why do they all seem to blend together, becoming forgettable or even parody-worthy? Well, it's hard to sell a scent without actually being able to smell it. So, cologne commercials rely on creativity and imagination to sell their product. They use abstract storytelling, surreal visuals, and symbolic elements to evoke the feelings and sensations they want their target audience to associate with the fragrance.

The problem is that these artistic choices can often be confusing or overly glamorous, creating a sense of detachment from the viewer's everyday life. And when every cologne commercial follows the same formula, it becomes difficult to stand out and create a unique brand identity.

However, despite their bad reputation, cologne commercials are effective. They tap into our desires for luxury, sensuality, and opulence. We may not be able to relate to the world portrayed in the commercial, but we can understand the underlying message: buy this cologne and you'll get a piece of that fantasy life.

So, while cologne commercials may be trying a little too hard to be artistic, their over-the-top, formulaic nature is likely to stick with viewers and create a lasting impression.

They're trying to be memorable

Cologne commercials are often bizarre, but they're memorable. In a crowded and competitive market, standing out is essential, and sometimes that means embracing the unconventional. By pushing the boundaries of traditional advertising, cologne commercials create a unique identity that sets them apart from the competition. They become talking points, sticking in consumers' minds long after they've ended.

The challenge of selling a scent is a unique one. Unlike with other products, advertisers can't provide a literal representation of what they're selling. Instead, they rely on imagination, fantasy, and intrigue to sell their product. They aim to create an emotional connection with the viewer, evoking feelings and sensations associated with the scent.

To achieve this, cologne commercials often feature abstract storytelling, surreal visuals, and symbolic elements. They may include famous actors, knowing that consumers are more likely to remember a short film with a celebrity than a traditional ad with a no-name actor. These commercials sell a lifestyle—an unattainable fantasy that's both seductive and controversial. By embracing formulaic elements like sexy models, husky whispers, and dramatic music, cologne commercials have created a distinct brand of advertising that's instantly recognisable.

While some may find these adverts strange, they're purposefully designed to transcend logical narratives and evoke emotions. They're selling a fantasy, and sometimes, that means being a little weird.

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