So I’m a realist. I live in the real world and I get it that there’s barely a shred of truth in advertising. People have been trying to shuck and jive their way into your pocket book for as long as pocket books have been around. I’m also not an idiot. I’m a little offended when I’m expected to have my attention caught by my most base instincts and lowest common denominator. Needless to say my basest instincts have been tempted and my lowest common denominator has been addressed in this recent advertising series by the chain of shoe retailers, The Walking Company. Bear that in mind, they’re selling shoes.
The attached photograph is what I’m talking about and MBT is what they’re selling. ‘What is MBT?’ you ask? Well by the looks of this advertisement I’d have to guess that it’s either super-tight denim blue jeans, a series of red midriff sweaters, or a blond girl (in duplicate, or she and her twin sister at different depths.)
Why is The Walking Company trying to sell sex? There’s nothing especially sexy about shoes, let alone feet. I mean, maybe there is something sexy about feet but that’s more personal preferance and anyway The Walking Company isn’t trying to sell feet, they’re trying to sell shoes. There are not even any feet in this advertisement! That’s their primary demographic, people with legs and feet who are looking for shoes! So why come at us with images of blonde girls rear ends?!?
The text in the advertisement is even more puzzling. It’s almost as though we’re being sold a riddle. “Rock-a-bye baby!” reads the large print type. What does that mean? Comparisons to the nursery rhyme just confuse you even more and even if it were going back to our most gentle, infant state, the nursery rhyme is a tender song. With the typeface and exclamations you’d think the end result would be a Van Halen concert. The advertisement continues, “New Fall Styles featuring MBT! For everyday, for every body!” then the bottom reads, “The Walking Company: The Best Brands from Around the World.” So we’re talking about shoes still and we’re talking about “MBT.” Just what is MBT?
According to The Walking Company’s website (1), MBT shoes are women’s shoes which “tone while you walk.” There is scant little other information found over a quick Google search for MBT technology but if you look over the page which MBT style shoes are featured on they are indeed shoes. They’re also not cheap, some of the sneakers running upwards of $275 (2)! Boots with MBT are even more expensive, $435.00 being one of the more expensive pair, for the MBT Tenga (3) boots.
These Walking Company advertisements are saying that you too can look just as smoking as this blonde girl if you wear their brand of overpriced boots and sneakers. Got that?