Familjen Dafgard: What is Kama Sutra?

Posted in Advertising, Video

What does Kama Sutra has to do with ready-to-eat microwave meals? Well…apparently Familjen Dafgard, the largest family business in the food sector in Sweden, is trying to get people’s attention about their 10 new meals with the below commercial involving a little boy coming across his dad’s Kama Sutra book just before dinner time. The young one then asked his dad: Dad, what the heck is this? Is this your book Dad? Why is the lady naked? Is she stuck? I can’t imagine a worse scenario than this. How would you handle it if you were in this situation?

Overall the commercial is effective in the sense that it makes the viewers remember the product. But I question the appropriateness of this commercial… :roll:

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Published: May 2008
Source: Ads of the World

17 Responses so far

Dining Room Table on
Very tastefully done and despite the risque element executed quite well. Great advertising indeed.
Matt @ Kurb on
Trust the swedish . . .
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Lolita on
Very bad advertising for children. Not funny at all I think.
Top Rated on
Inappropriate . . . yes, but that’s sort of the point. Not to mention it’s funny to. Being the father of 3 girls, I would have just grabbed the book the second I saw it in their hands. Of course, that wouldn’t make for as nearly as memorable a commercial.

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Marianne on
Oh my gosh that is so funny! I love it.
Nicole Price on
Intelligent yes, but not appropriate for family viewing.
ipod touch on
This is hilarious!! :mrgreen:
Before I watched it I thought how on earth can they put microwaves and karma sutra together. They did manage it though.

It’s definitely an advert which will stick in your mind but not sure how appropriate it is for younger viewers though.

John

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Eva White on
Absoultely ridiculous. Why do advertisers think that any mention of sex will sell their product. At least have some connection…Sex and Microwaved Meals????

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seo on
he he he great stuff! Its debatable how suitable it is for children however.

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Beth on
I don’t think it is appropriate for children, but it is quite a unique commercial and probably hits home for parents who have had to answer uncomfortable questions from their child.
JustChris on
I don’t think pretend sexual situations are any worse than pretend violence.

And somehow, many European commercials really go off the tangent with what is happening and what they’re selling.
Eve Isk on
wow, that was great post…thanx for sharing the same…
SEO Tips on
Sex sells, but the boundaries of good taste are being exceeded here, imo. Microwaving your food is also not the ticket to healthy, nourishing meals, as the microwave radiation denatures your food.
Chicago Homes on
Awesome. I think the father handled it just like I would. It is a great way to get your product remembered. A great marketing technique.

I don’t think it is too bad, but I wish they wouldn’t have shown the pages I think that would have been funnier with the dialog.
Web Directory on
The commercial did look funny. But the commercial is not appropriate for kids. Besides, what is the relevance of kama sutra with the microwave meal? They should have thought of other way of advertising their product, and still be funny. TV is well watched by kids, advertisers should be observant with their advertisement.
Thrifty on
Ok not really the advertising you want kids to see but its very effective a good laugh!!!!!!! :grin:
Kama Sutra on
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