Kathryn Budig is blond (usually). She’s unusually lovely—like Seane Corn, she’s a yoga teacher built for American media. She’s accessible, fun, friendly, down to earth—and sexy.
Particularly with her clothes off. It’s news to no one that sex sells. In fact, it’s advertising’s oldest adage.
Still, sexual appeal can be a turn off when your market is 85% women—it can come off as cheap, sleazy, patriarchal, shallow, frivolous—something you don’t want to do with a demographic that would never call itself a demographic, but prefers community, kula, sangha.
Yoga practitioners, by and large, regard yoga as something more than exercise, and something less than religion. So it’s a tricky market to win with an ad, when said market has, by and large, got mixed feelings when it comes to commercializing their practice, and consumption generally.
That’s where Jasper Johal comes in. A photographer with an eye for the naked human form that goes beyond lech and harkens back to art class—to greco-roman appreciation for form and beauty—his photos capture a stillness and exertion that lies at the heart of yoga practice. He and Kathryn (and Toesox, it seems) are of their demographic—so they can go out on a limb with conventionally outrageous advertising that offends no yogi and catches the eye of every reader.
And that’s…what effective advertising looks like.
[galleria thumb_w=120 thumb_h=90 thumbnail=”bottom” navigation=’none’ ]
hot on elephant
Learn to Rock your Social Media & Write Mindfully with Waylon Lewis & Elephant’s Editors. 1 share A letter to the Anger that refuses to Leave Me. 1,471 share 2017 is The Year of Kali, Goddess of Endings & Beginnings. 47,332 shares The Technique that helps me make Decisions under Pressure (& has Saved my Life More than Once). 570 shares I’m Done being your Dirty Little Secret. 1,017 share Use This Buddhist Practice to Overcome Self-Doubt. 479 shares Ten Things I’ve Learned from Not Getting Wasted. 1,440 share Why Some Loves feel Unfinished, even After we’ve Let Go. 666 shares In Case they Never Told You: a Powerful Message for New Mothers. 1,008 share Best Cover of the Best Love Song Ever. 339 shares