Great slogan moments: ‘Apply directly to the scar’

Posted by Rob Walker on August 23, 2007
Posted Under: Advertising,Reviews

With interests stretching from Savannah to Padre Island, we pay attention to hurricane coverage here at Murketing HQ. The slow season had its first big event over the past week in the form of Dean, which meant The Weather Channel, which meant learning of the latest product from the makers of Head On.

You know about Head On — “apply directly to the forehead.” This was followed by the more versatile Activ On — “apply directly where it hurts.” Famously, these short and repetitive and relentless ads make no promise that the product would actually help alleviate headaches or other pains. They simply say you should “apply” the stuff. What’s supposed to happen at that point is left to your imagination.

So the new one is Prefer On (YouTube link). It’s for people with “embarrassing scars,” and features what I guess is my favorite pitch of the year: “Apply directly to the scar.” Yes!

Again, no promise of what will happen when you do. Will the scar disappear? Is Prefer On basically paint? And what bizarre series of naming focus groups led to the decision to call the stuff Prefer On?

I suppose — I kind of hope — that we will never know.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

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