Sometimes we see ads that impress us (like this easyJet ad). Sometimes we see ads that don’t (this Three Valleys ad or this from Les Menuires).
But rarely have we ever seen any promotion in the world of snowsports quite as bizarre as this from Les Arcs.
Even without the inevitable thoughts it conjures of Jimmy Savile (another trusted, elderly gentleman with kids on his knee), would you let your children anywhere near this creation?
Seriously, what were they thinking?
Les Arcs current ad in the easyJet inflight magazine
Many thanks to Rick Greenwood for this spot. Skipedia would also like to add that Les Arcs is actually an excellent resort that is a great choice to take your family, despite this advert.
By Iain Martin
15 comments
David Goldsmith says:
Nov 6, 2012
I have a hunch, probably incorrect, that Les Arcs is better known than Skipedia.
“All publicity is good publicity” P.T. Barnum (some people say), in association with Michael O’Leary.
iain says:
Nov 6, 2012
No doubt about that David, but while all publicity is good publicity, poor brand positioning eventually costs customers!
David Goldsmith says:
Nov 6, 2012
It’s interesting, Iain, in the context of Les Arcs’ history. I recall going to the resort for the first time in the late 1960s, when there was just Arc 1600 and the resort’s founder Robert Blanc (who subsequently died in an avalanche rescue) was very much on the scene, welcoming newcomers brilliantly.
Then I took my family (my daughters were just starting) to the brilliant creche and ski school, also at Arc 1600, in the early 1990s.
It’s true that I’d find that photo worrying, if I was looking at Les Arcs as family destination now … so I guess the acid test is how the campaign is received and what happens to trade. Maybe Joan of Arc, or Noah, would be better figureheads for the kids.
David Goldsmith says:
Nov 6, 2012
By the way, you can thank some weirdo calling himself ‘Bode Swiller’ (not sure of his beard colour) for my awareness of Skipedia today. Had me on his knee, telling me little stories and promising me presents.
kev says:
Nov 6, 2012
Is there a matching Bikini version!
now back to the training BOOM….
http://www.youtube.com/watch?v=TWBkCDdgj2E
Simonnot says:
Nov 6, 2012
I find this santa claus very sportiv generous and not at all perverse, hé is so strong That hé manages to offer children’ stay, thé offer seems to be good.
Look at That:
http://www.marieclaire.fr/,la-photo-qui-fait-scandale-sur-le-site-de-la-redoute,20123,447167.asp
Callum says:
Nov 6, 2012
Well it made me laugh and take notice.
Does my head in how in the UK this paranoia about talking or acting around kids is taken to an extreme. Reminds me of a quote I saw from the broadcaster Jonanathan Dimbleby earlier this week on bbc site:
“We have become a ranting and anxious people who feel the nation is being terrorised by paedophiles.”
So. Should all foreign marketeers take into account the UK’s anxiety therefore, or should we in the UK lighten up and realise the media are taking things out of proportion once again?
iain says:
Nov 7, 2012
Callum, I personally agree with you about paedo paranoia. However, the point of this ad is that even without all the Savile business, it would still be appalling.
Simonnot, that Marie Claire example is amazing!
Apart from the fact that this ad is just plain weird, the copy can’t have been written by anyone who understands English. Let’s look at what it says:
Les Arcs’ Santa Claus is really strong: He offers your childrens’ ski holiday!
I get the idea, but it doesn’t make sense (plus there’s the admittedly tricky, but wrong use of an apostrophe).
Here’s my bet – take any 10 British skiers with children and ask them if this ad is more likely to make them go to Les Arcs. My money says at least nine will say no.
Clément says:
Nov 7, 2012
Hi skipedia!
I’m french and working for a british tour operator who sells ski holiday in french ressorts. I knew this ad from les Arcs, which makes us laught a lot, from our point of view. And I am quite surprised that such a media like yours, moreover an english one, don’t understand this humouristic creation just because it talks about free holiday to children. Where have been the famous English sense of humour?
I could understand that you want to create the buzz, but I found that the conparison with “Jimmy Savile” is really inappropriate and distasteful… Are you shocked about a shirtless man?
iain says:
Nov 7, 2012
I can’t speak for all of Britain, but I think the reason no one is laughing is that, sadly, it just isn’t funny.
re Savile, sadly too, the comparison is inevitable – note the comments on Facebook.
Snoman says:
Nov 9, 2012
Sits somewhere between bizarre and disturbing.
Bit odd that no one thought mixing children theme with adult imagery was a mistake.
You can envision all too easily the psueds-corner-esque marketing meeting at which the chimera was thought up.
Sarah says:
Nov 30, 2012
As a British resident living in the Peisey-Vallandry area of Les Arcs, I have spoken to the advertising dept of Les Arcs regarding their somewhat bizarre, badly translated and infact, offensive Jimmy Saville-esk whole page advert in the Easyjet in-flight magazine. Once I explained their numerous errors and the fact that they were using a celebrity paedophile look-a-like to offer freebies to children they were quite shocked about what they had done. After huge apologies from the Les Arcs tourist board they have assured me that it was only in the November issue of the magazine and they will not repeat this in any future publications. They will also try to publish a public apology in the next issue of Easyjet magazine.
iain says:
Nov 30, 2012
Hi Sarah,
That is very interesting to read and I am very impressed with your efforts and resolve in taking this further. In my opinion, I don’t think they need to make an apology. It is more likely to be seen by people who never saw the original ad and therefore would have limited benefit and possible detriment. I also think they were unlucky with the post-Savile timing.
However, as I’ve suggested, even outside of the unfortunate connotations, it is still a spectacularly bad advert, and I would suggest they invest their time in either a new agency or a new system for approving ads.
Enjoy the snow and the great start to the season. Paradiski is an amazing ski area and you are very lucky to be based there.
Best regards
Iain from Skipedia
Vicky S says:
Mar 7, 2013
Quite the most ridiculous ad ever! Even without considering anything to do with kids, it’s worrying (to be fair, in my previous company, we often found it difficult to get a Santa Claus with kids who didn’t look pervy, no matter how innocent the ad).
But the whole point of marketing is to speak to your target market in a manner they understand and respond to in the way you wish. And if you are not native to that culture or language, then check with someone who is. It’s not like Destination Marketing Organisations don’t have UK representation or ad agencies etc
As such I think it is most definitely a major #MarketingFail !
p.s. Good grammar spot Iain, as you know, as good/bad as spelling mistakes in marketing if you ask me 😉
iain says:
Mar 8, 2013
Thanks for your comments Vicky