How to make a product sexy, steamy and wet

I love the new Volvo V60 ad because it has added a sense of fun into the slightly po-faced approach of executive cars. This tongue in cheek approach is brilliant and makes the ad memorable and also make the Volvo appear younger, cooler and with loads more personality. Could it work for more conventional B2B products?- absolutely! I challenged my team to come up with the most uninspiring product they could think of – the result? Door hinges!

So taking the principles of the ad we came up with this!

1. Show a sexy door hinge

A golden door hinge with suggestive lighting, being caressed by a hand, glinting and reflecting what lies behind the door

2. Include a visual metaphor

A beautiful butterfly opening its wings simulating the hinge

3. Make it all wet and steamy

The hinge on the door of a shower, wet steamy and with a suggestion of nudity

4. Finish with an obscure product demo

Hinge on prison door slamming shut

Good PR makes you think differently about something. It stimulates debate and creates thought provoking conversations. Even getting the team trying to think of the most boring product created heated discussions and controversy and got people thinking of how they defined ‘boring’.

Working to the four principles meant that we had to constrain ourselves and focus and the outcome was that a door hinge literally underwent a metamorphosis from being just a functional to a potentially attractive and sexy product.

All companies should think of their products and services in this way.  Everything has the potential to be sexy and attractive and frankly if they are not then less people will want to buy them. So if you are reading this try it out on whatever it is that you are trying to promote!