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Cum e să faci reclamă la Duru

telalîcuri @ 24 April 2008

Ei bine, da. Am făcut-o şi pe asta, în anii ‘90, cînd Duru era lider în România. Era o epocă a pieţelor şi a complexelor en gros, cînd supermarketurile încă suspinau, iar publicitatea adevărată era cea folclorică, orală, “executată” de precupeţi la faţa locului şi testată permanent pe public.
Evident, un brand atît de popular şi de sugestiv sonor precum Duru avea parte de sloganul lui folcloric, neoficial, autoironic (cel puţin)… Ca folclorist amator şi ca oficiant al brand-ului, am cules mai multe variante, dintre care cea mai cristalizată şi mai răspîndită era:
Cumpăraţi săpunul Duru / care spală bine curu’!
Sloganul oficial, “de la televizor”, al săpunului Duru era “Pentru o lume mai curată”… Deci inevitabil conţinea cuvîntul cu c…
Spotul corporate, venit din Turcia şi adaptat în română, arăta mulţi copii de 10-14 ani (hm…), majoritatea fetiţe (hm…hmmm…) în bluziţe albe, imaculate, alergînd pe o pajişte şi cîntînd cu însufleţire: Du-u-ru… Du-u-ru… pentru-o lume mai curată… mai senină… (Nu l-am găsit pe Youtube, dar cine îşi aminteşte poate confirma: era genul eurovisionlîk, giugiuc, halal bre!)
Ca să întregesc panorama, să spun că “duru” în turcă înseamnă pur, curat, neprihănit, imaculat… Şi orice alt slogan de tip descriptor ar fi sunat… tot pe acolo: dacă evitam cuvinte precum curat, curăţenie, tot dădeam de cuvinte precum pur sau pură (!!!), care ne-ar trimis din lac în pu… ţ. (Hm: ce-ar fi fost să propun virginal?)
Aşa că, deşi nimeni nu recunoştea făţiş, toată lumea era fericită cu sloganul de iarmaroc, care vindea cu siguranţă mai mult decît spotul TV. Acestuia din urmă îi rămînea sarcina de a face imagine… faţadă… cum ar veni, să “spele faţa”…

159 Responses to Cum e să faci reclamă la Duru

  1. robin simion Says:

    La Buzau a circulat o varianta regionala de slogan: Cumparati sapunul Duru. Spala p…da dar si curu’. Un judet mai vulgar. Niste gunoaie. :) )

  2. Monica Says:

    Nu era cu Duru, o minune de sapun! , de-i spuneam noi Duru, o minune de sapunu’?

  3. textier Says:

    Robin: ti-as zice una cu Buzau si Bacau… dar prea e de autobaza…
    Monica: corect, am reusit la un moment dat sa trecem pe sloganul asta care suna mai… cuminte.

  4. Carina Says:

    Eram mica pe-atunci dar tare-mi mai placeau reclamele la Duru. Dar mereu ne certau parintii cand reproduceam sloganul in felul nostru :) )

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  6. Folclorist Says:

    Mai era si imnul homosexualilor: Hai Duru, Duru, Duru cea mai buna pi**a-i curu !

  7. Dorin Says:

    Salut, spuneai că nu găsești spotul corporate venit direct din Turcia. Și eu îl caut de ceva timp, pentru că mi-a rămas în amintire cum zburdau copiii ăia pe pajiște. Mă roade de vreo câțiva ani :)
    Vestea bună este că l-am găsit :)
    Din păcate numai în turcă, dar este foarte ușor să-ți amintești cum cântau (cel puțin pentru mine): Duuru, Duru, Duuru și noi… etc.
    Iată-l: http://www.youtube.com/watch?v=5zoydXX6Kmw

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