Like Kotex before it, LowLow, a cheese brand from Irish food company Kerry, takes aim at the inane, though amazingly enduring clichés of “advertising to women.”
Here, we meet the girls from Ad Land: Smug Gal, Ditzy Gal, and Muffin Gal, models eating yogurt and dancing around in their underwear. They’re all obsessed with their weight, but they’re all size zero so can easily fit into their jeans or bikinis, even without the crackers. Low Low doesn’t appear during the spot until an end tag and subtle throw to Facebook; the commercial is totally, pointedly, generic. But that’s the point. “Sick of clichés?” reads the tagline. “So are we.” Then again, the company is advertising a low fat cheese. To women.