Okay, so the ad says that Life can be Perfect if you buy Bollinger. This is clear.
But the ad is also saying Life can’t be Perfect if you don’t buy Bollinger. So, in seeing this ad, at some level, it is telling you that your life, no matter how well it’s going now and how well it might go in the future can never be perfect. Not unless you buy and drink a £50 bottle of champagne. Sorry about that.
Not only this, the word ‘can’ says that it still might not happen even if you do. That drinking Bolly might lead to perfection, but maybe it won’t. Perfection can be reached if you reach out far enough. Just a little further….
Is this right for them to do this? Is it right for a brand to co-opt the concept of life perfection and say that if you don’t buy their brand you have no chance of attaining it?
Am I being pedantic? Am I splitting hairs? Am I being anti-democratic? Am I not giving consumers enough credit because it’s only an ad?
I just askin’ the question. Is it right?