I’m surprised no one has written on this billboard advertisement before myself: it’s just about located everywhere, with its larger-than-life dimensions. I first saw this in Karachi during my brief stay before coming to Lahore, and since then I probably see this at least four times every day.
So this is my take on the Safeguard advertisement. The people behind this billboard and television commercial were completely aware of the uncanny resemblance “the doctor” bears to a previously ousted Prime Minister of our very own country. What else can explain their marketing strategy to set this face to launch a thousand ships? In a world where women are used to market products ranging from bank offers to canned pineapple, why is there so much of faith bestowed on this face to ensure high sales of Safeguard soap?
Yes, there are other advertisements that do not necessarily contain unnecessary female faces selling an idea, but from personal observation and experience, none of these advertisements are placed in as large number as the Safeguard billboard.