Sunday, March 05, 2006

OB = Oh Boy!

OB Mouse I understand that quite a bit of thought goes into advertising campaigns for feminine hygiene products, as Mr. Silver Fish has pondered over in his blog. It seems a bit silly to me that the same Stockholm Local Traffic that would choose to take down the slogan "We Love Boobs!" from the subway and bus stops would turn right around and choose to allow an advert with a cartoon mouse reclining against an OB tampon with the phrase, "Make it comfortable for your mouse." As I understand it, "Mus" or "mouse" in Swedish is the equivalent of "pussy" in English. Both words refer both to a kind of furry animal as well as...something distinctly female. Not that this advertising slogan is offensive in any way. It's actually kind of funny. I cracked up when I finally figured out what the "mus" was leaning against. But somehow I doubt that the equivalent, a small kitten curled up on a couch-like tampon, would go over so well in the United States.


Anonymous Nora said...

Well, I think it's ridiculously cute, I half-squeed when I saw the pic and then after reading, I find it a really clever idea actually. Thumps up for tongue-in-cheek advertising.

1:51 AM  
Blogger Curiosa said...

Nora...Don't misunderstand me. I wasn't saying that I think that it is in anyway offensive. It's cute. But it's funny to me that this would be considered less offensive than the slogan "we love boobs." The question is really "what's the big deal?" about either one of them. But if you are going to make an issue of one, why not the other?

2:23 AM  
Blogger David Weman said...

It's not that remarkable, because 'mus' isn't the equivalent of pussy. Not nearly as explicit.

Also, people wouldn't have been less offended if it said 'we love breasts'.

12:11 PM  
Anonymous Nora said...

hey, no i got what you meant...and it's true, although maybe it was the particular word choice? "boobs" instead of "breasts" I know here in England, boobs is quite commonly used, but I'm not used to it and it strikes me as weird and a bit depreciative everytime. Ah well, marketing, a strange thing :D

12:16 PM  
Anonymous Haddock said...

Would be fun to see a campaign like this in Texas or South Carolina. HAHAHAHA

6:14 PM  
Blogger Curiosa said...


I wasn't sure about the strength of the word "mus" in Swedish and if it really was the equivalent. Thanks for correcting me on that. However, the whole issue is sort of what the debate was about regarding Lindex's "We love boobs" campaign. For me, as a native English speaker, it's hard to imagine that the word "boobs" would be ANY more offensive than the pictures of women in lingerie would be. Like I did in the case of "mus," maybe it's a case of the marketing team underestimating or overestimating the relative "strength" of the word in the language it's written. On a tourist map for Stockholm, I once saw an advertisement for Odenlab, the photography store, that read "No bullshit, only pictures." And while I personally wasn't offended (if you've read my blog, you probably get the idea that I'm not easily offended), I know many an anglophile who would take offense. "Bullshit" is simply a word that is considered inappropriate for general public advertising.

6:46 PM  
Anonymous The Cat Farmer said...

I beleive that the US equivalent to "mus" is "beaver".....

10:12 PM  
Blogger eff said...

I think the answer here is that the people at ClearChannel are stupid and shouldn't be allowed to make decisions beyond "what's for dinner". Especially not decisions about advertising that make no sense even for a crazy person.

Mus could be "coochie" also. Quite neutral and not very offensive.

11:10 AM  
Blogger Magnetic Mary said...

Yesterday I saw a commercial on tv for what we call (this is Spain) "intimate hygiene soap". It started with a full-screen close up on the lips of a woman in vertical position, resembling, you know, those other lips; then it zooms out, we see the whole face and it turns into normal position. All the while the woman is speaking but I can not concentrate on anything that she says... she's just a woman with a pussy for a mouth!! Strange advertising ideas.

8:28 PM  
Blogger Nixxie said...

I laughed sooooooo hard when I saw that because the first time I came to sweden my friend told me to say to someone "Jag letar efter min mus" which he said meant I was looking for our car.


yet I still moved here.

12:08 PM  
Anonymous Anonymous said...

Curiosa var först. Nu följer de andra

11:59 AM  
Blogger Mattias said...

Well, this ad is insinuating something, while the "I love boobs" ad was more "direct" so to speak.

4:51 PM  
Anonymous Cicci said...

I agree with you - why is "boobs" worse than "mus"? I don't see any differences evan though swedish is my mother tounge, I think both of them are kind of fun :). Haha, I don't really know (I'm just a swedish girl with a lot of prejudices (do you say so??) about americans, like all other swedish I guess, haha) but an advertisment like this would be kind of a big deal in like Texas right? Anyway, I like you blogg!! (And I hope you excuse my bad english spelling)..

11:20 PM  

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