Delta Goodrem’s Revlon commercial has been ripped to pieces by Australia’s top advertising gurus after the cosmetics giant reportedly filed for bankruptcy.
The panel of industry experts from the ABC show Gruen dissected Goodrem’s 2021 ad on Wednesday’s episode and branded the ad “dated” and “motherly.”
Goodrem, 37, was named Revlon’s first Australian Ambassador last December, when he hosted a big-budget television commercial to promote the brand’s ‘Live Boldly’ marketing campaign.
Delta Goodrem’s Revlon commercial (pictured) was ripped to pieces by Australia’s top advertising gurus after the cosmetics giant reportedly filed for bankruptcy
The commercial features a souped-up Goodrem posing, playing the piano and dancing awkwardly around opulently styled rooms in designer clothes.
She delivers a monologue full of platitudes with phrases like “ride on ups and downs”, “take a risk” and “live boldly”.
Gruen panelists couldn’t help but laugh at the hackneyed dialogue and pathetic footage, with host Wil Anderson declaring, “Live bold, dance bad!”
Goodrem was named Revlon’s first Australian Ambassador last December, when he hosted a high-budget TV commercial to promote the brand’s ‘Live Boldly’ marketing campaign.
The clip features a souped-up Goodrem posing, playing the piano and dancing awkwardly in designer clothes through opulently styled rooms. She can be heard delivering a platitude-filled monologue with phrases like “Ride the ups and downs,” “Take the risk,” and “Live bold.”
Guest panelist Camey O’Keefe, a branding expert, didn’t hold back on her criticism, stating, “For an ad that just ran, it feels incredibly dated.”
Ms O’Keefe claimed that the “Born To Try” singer, who is slim and white, does not espouse the idea of multiculturalism and inclusivity and is therefore “out of touch” with what consumers want.
“Body positivity, all forms of skin tones, textures, hair — it’s really a world away from what we’re seeing here, which feels like a really outdated notion of female beauty. As a result, Revlon just feels very tired and out of touch, and that’s reflected in sales,” she said of the struggling company.
Guest panelist Camey O’Keefe, a branding expert, didn’t hold back on her criticism, stating, “For an ad that ran recently, it feels incredibly dated.”
candidate Christina Aventi had similarly brutal feedback, telling the panel, “I love Delta and I respect Delta, and the Delta thing, but she’s the oldest young person I know.”
candidate Christina Aventi had similarly brutal feedback, telling the panel, “I love Delta and I respect Delta, and the Delta thing, but she’s the oldest young person I know.”
“It’s so mummy! [Her dancing haws] I got a whiff of Elaine from Seinfeld,” she joked, referring to Seinfeld character Elaine’s terrifying dance moves, which co-star George Costanza described as “a full-bodied dry heave with music.”
And I know she talks about “taking a risk,” but she went for those moves and it didn’t pay off.”
“It’s so mummy! [Her dancing haws] got a whiff of Elaine from Seinfeld. And I know she talks about “taking a risk,” but she went for those moves and it didn’t pay off,” added Ms. Aventi
Goodrem, meanwhile, starred in the brand’s latest television campaign, Super Lustrous, which was released earlier this week.
Revlon filed for a “reorganization bankruptcy” in the US last month after allegedly incurring $10 billion in debt.
In the United States, a “reorganization bankruptcy,” also known as Chapter 11 bankruptcy, allows companies to restructure themselves and continue operations while also managing their debts.
Goodrem, meanwhile, starred in the brand’s latest television campaign, Super Lustrous, which was released earlier this week
The company was therefore able to continue its activities in Australia and New Zealand as usual.
“Local consumer demand for our products remains strong – people love our brands and we continue to have a leading market position in Australia and New Zealand,” confirmed Tracey Raso, general manager of Revlon Australia and New Zealand last month.
‘This [Chapter 11] The US filing will allow Revlon to continue offering our consumers the legendary products we have been delivering for decades.’
Revlon filed for a “reorganization bankruptcy” in the US last month after allegedly owing $10 billion. Pictured: Revlon beauty products