Dirty Mouth?

     Dirty mouth huh? Well, dirty in this commercial certainly goes both ways. Usually in the past Orbit gum commercials, we see some good clean fun in conveying the idea of a dirty mouth and fixing it by chewing some Orbit gum. Upon their most recent advertisements, such as this one, the word 'dirty' definitely has a duo meaning. In this particular advertisement there is a man who smiles at his wife with shiny teeth while holding a package of Orbit gum. She responds by saying, "Dirty mouth, huh? What have you been doing?" The next scene shows the man at a crazy party where everyone is encouraging him to bob for apples when accidentally he grabs a mans underwear who is sitting in the tub of apples. It then flashes back to the scene of the wife in bed talking to her husband while the man who was in the tub is standing next to the husband claiming that the husband did not do anything bad (although it is very suggestive).
     Personally, this advertisement was rather shocking coming from a brand such as Obit gum. I can definitely see their strategy in dirty humor though. If you were to ask 10 random people on a street what the first word or words that popped in their head would be after hearing the word dirty, I doubt it would be "my kitchen sink," or "the bathroom." Come on, in todays day and age we all know what kind of dirty everyone is thinking of. So was this commercial being dirty without really being dirty? I was a little perplexed and offended by such a dirty commercial... but then again that is coming from someone who is rather conservative. There are still ways to have effective advertisements without resorting to "dirty" things.
     When I look at the blonde character who is always dressed in white and presents the audience with a promotional message, I see someone who is classy. She is basically a reflection of the brand, so it is safe to say that the brand wants to present a classy clean image. I think that this campaign has made the brand a little less classy and sophisticated. Not to mention the campaign following this one with bleeping out bad words and filling them in with your own. Very interesting pull method, but quite frankly it is a little too dirty and offensive to me.