adStream is a journal of ad-stalking and interesting commercial sightings in streaming audio services.
While reviewing the recently launched Chive Podcast podcast, we noticed an exceptional native ad performance for MeUndies, a lifestyle brand that mainly sells high-end underwear. (Audio stream below.)
On the publisher side, the 90-second DJ-read copy is a fine example of native audio advertising that conveys the marketing points in a less formal presentation than a pre-recorded spot provided by the client. On the advertiser side, the campaign keeps the hip tone of MeUndies marketing in general, while avoiding NSFW controversies that have characterized (and sometimes benefitted) MeUndies marketing in the past.
In 2013, the undergarment maker caught a swirl of publicity when it advertised on a porn site. Underwear-clad models cannot be considered pornographic within most moral standards, but there is certainly a native connection to sex. Last year, its advertising imagery was too scantily clad for Facebook, which banned the ads. MeUndies pivoted on that rejection with a humorous response ad featuring hand-drawn stick figures whose midsections were modestly blurred out. Before this year’s Super Bowl, the company publicly supported Marshawn Lynch’s right to grab his crotch after touchdowns (tangential connection to underwear), which had gotten the player fined — MeUndies pledged to match the fine amounts in charity donations.
Audio ads provide less latitude for controversy, which might also be described as less opportunity for attention-getting. By marketing to the Chive Podcast audience, MeUndies hooks into the sensibility of the Chive website, where semi-racy photo galleries hold an important place in the content stream.
The podcast ad is chatty and informative, with the sort of DJ testimonial typical of native podcast campaigns: