Matimli, Three Seconds
An attractive young woman walks through town and men's heads turn as she passes them. This is apparently such a regular event that she even carries a stopwatch to time how long it takes for men to turn her way, though it is never longer than three seconds.
Even a groom, riding off with his bride in a convertible, turns to look back at her, which she carries off with a smile.
Then she passes a man who not only doesn't turn back in three seconds, he doesn't turn back at all -- because he's met up with his boyfriend and shares an intimate and hearty kiss!
The kiss is revealed in this version of the commercial, but was blacked out by a box when it ran on TV in Israel. The company runs the uncensored version of the ad on its web site.
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User Comments
Anonymous
I loved this commercial...especially the fact that the woman seemed to be laughing at herself for caring, very ingenious.
Darus
The pretty lady laughs at something unexpected. This speaks volumes of tolerance, openness and acceptance of truth. 'Nuf' said.
Marc Barquero
What you forgot to mention is that the guy who ignored the girl and kisses the other guy is Rodrigo Santoro, one of Brazil's most famous models who starred in "Charlies Angels Full Throttle," "Love Actually," and others.
C.A.B.
The use of "uncommon behaviours" is a real brand killer in long term. This particular advertisement is clearly directed to females and it is very effective in showing the idea that a beautiful woman wearing Matimli fashion will call the attention of all non-gay males. It is really funny to see men losing focus on their companions to follow the pretty lady. But it carries implicit at least two killing ideas: 1.) that homosexual males have no interest in women other than sexual repulse (so, it is not important if the girl is beautiful or not) 2.) or else the girl is not fashionable, but she's desirable and the heteros just wanted to mate with her. In this second case, the brand itself loses valour: if the girl was topless or nude, certainly she would catch much more attention. The first idea is homophobic and the second is negative. So, as you see, the gay scene doesn't add to the value of the commercial, but creates problems. Also, the use of "unnacepted behaviours" (homosexual kisses in Orthodox/Roman Catholic, Muslim and Jewish countries) with the purpose of catching attention dates the advertisement and creates a link that dates the brand. When the "hype" goes away the customers disappear.
Anonymous
The reason why this is a positive ad is because of the woman's positive reaction to the couple. She laughs at herself and is clearly not disgusted. I don't think it's negative at all that the gay guy didn't turn around because why should he take interest in a stranger's outfit? Not all gay men are into fashion and I don't think that it hurt the product in any way.
M. Mdumont
I agree with the "unknown" in snow. The best part was the woman's reaction, well almost the best part! It was humorous.
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