Wirz is in favor of "wit works" instead of "sex sells"
Ahead of Thursday’s EFFIE Awards ceremony honoring Switzerland’s most efficient and effective campaigns, Wirz points out that the German Advertising Council believes eroticism in advertising is on the decline.
In view of the EFFIE awards ceremony for the most efficient and effective campaigns in Switzerland, which will be held on Thursday, Wirz points out that the German Advertising Council sees eroticism in advertising on the decline. The Swiss Commission for Fair Advertising has also addressed the issue of sexist advertising and last year recorded half as many sanction proceedings and a decrease in complaints. The pan-European BBDO study "Being Twanty Somenthing in Europe" has shown that young target groups are increasingly less interested in advertising with sex, which is often unimaginative and unrelated to the advertised product. On the other hand, campaigns that use humor and have a funny and surprising link to the brand and benefits are being increasingly rewarded. According to Wirz, "sex sells" is therefore a thing of the past; today it is increasingly a case of "humor works".
