SOYJOY | 低GI | 2009
Yoga is amazing, I thought / SOYJOY "Low GI"
In a SOYJOY commercial from around 2009, a woman doing yoga has such a beautiful body that I just stopped and stared. Instead of "filling that little hungry gap," I think this direction is overwhelmingly better.
The insight
I think SOYJOY is absolutely better off focusing on "a great body" rather than appeals like "filling that little hungry gap." I could also sense a shift happening in how people think about women's body shape—moving little by little from just being thin toward "having a great body" and being "healthy." Back in 2009, this was already ahead of its time, feeling very much like something from today.
The idea
A woman doing yoga, her body. That's it. But that alone is strong enough to say everything that needs saying. It turns the product feature of low GI into something you don't need logic to understand—just the feeling of "maybe I could have a body like that." Simple, and powerful.
Afterthought
Yoga is amazing, I thought. Showing the body in advertising is tricky, but when it's done in a healthy, positive tone, it can feel this good. It even makes me want to start something tomorrow. That's the power of advertising.
