Dr Mumbo

The double entendre of the week award goes to the Shiseido ad

Dr Mumbo found himself doing a double-take after catching sight of this billboard, for obvious reasons.

As you can see, dear reader, the brand in question is Japanese cosmetics giant Shiseido and the product is its latest sunscreen.

Dr Mumbo isn’t even going to ask where on earth the copywriter is going with the “the beauty of motion” phrase. He is, however, a little worried the creative may have let his (it has to be a he, surely) imagination run away with him by using the words “the wetter the better”.

Not the best choice of text to have positioned next to two scantily clad models. What will the children say?

Interestingly, Shiseido announced only last month its plans to rebrand itself as Shiseido GINZA Tokyo, as part of an effort to put ‘empathy’ at the centre of its message. Really?

Dr Mumbo isn’t quite sure if empathy is what he’s feeling right now. More like sympathy for the poor copywriter, who will probably getting a major hosing down once his bosses spot the double entendre.

Indeed, Dr M is thinking of starting his own Advertising Rotten Tomatoes Awards. This effort would surely make the shortlist.


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