This is simply disgusting: During a family cooking show like My Kitchen Rules on M-Net Series Reality (DStv 114) on Tuesday evening on DStv, DStv Media Sales thought it works to slot in the commercial of Homemark's Igia Callus Free machine (its very easy to clean).
The Callus Free machine from Homemark shows you how it works hard to get rid of hard, nasty and filthy feet which Cinderella's ugly stepsisters probably wish they had (it removes dead skin and unsightly calluses).
Sadly viewers who tuned in to the 4th season of My Kitchen Rules - in which it's all about presentation, beautifully hosting people and competing with other teams making three course meals - were confronted with cracked, crusty and callused feet, soles and toes.
Does Homemark and DStv Media Sales think Igia Callus Free machine sales are going to benefit from airing a commercial like this for an inappropriate product during an inappropriate programme?
Why must viewers of My Kitchen Rules endure a callus advert when it would have been more appropriate and more beneficial for the product and the advertiser during something like The Doctors which airs on exactly the same channel of M-Net Series Reality, on exactly the same day?
When TV commercials are slotted, it can't simply be done ... callously ... like a robotic automaton. And this is what this feels like. (To make it even worse, I was eating and watching television, since the show is broadcast during summer dinner time.)
It feels like someone got Callus Free machine ads from Homemark and said: "Let's just scatter them. Irrespective of whether it's actually functional, effective and placed with intention and thought of who the viewer is and during what programme the commercial is actually being shown".
Later during the same show: The cordless VAClear which gets all of the blocking ear wax out of your inner ear with a graphic depiction of exactly how it extracts the ear wax. (Also from ... you guessed it ... Homemark.)
Actual thought, marketing strategy, intelligent customisation and communication between ad agency, ad buyer and broadcasting platform needs to all be a part of the mix of every ad campaign.
Unless of course your a company who has money, time and energy to waste by showing ads where it won't really be effective but actually more off putting due to the context. Who is not talking to whom?
Remember that your Igia Callus Free from Homemark - although it will take your appetite away and probably make you tune the channel away to watch something else - also has micro mineral smoothing rollers.
It rotates 30 times per second and works hard on those filthy feet. Probably harder than the people who were supposed to place this Igia Callus Free commercial in a better timeslot and TV show.
