Harlequin wants women to know they’ve got an answer to every fantasy with “Whatever You’re Into” — a new digital effort developed by BBDO Toronto.
Two online spots titled “Couch” and “Dryer” have each already racked up more than 2 million views on Facebook since being posted on May 28. The racy videos show women in their 40’s engaged in the throes of passion with two familiar Harlequin archetypes; the cowboy and the military hero, while their oblivious husbands are nearby.
The campaign, which carries the tagline, “Escape the Everyday,” contains no paid media, and is anchored by a dedicated website.
Visitors to the site are presented with photos and descriptions of three very different bachelors and are invited to play the “Date, Ditch or Marry” game. Based on their choices, the site suggests the perfect Harlequin novel for their tastes.
“Whatever You’re Into” is slated to run for four months.
