Lifetime Movies enters murky waters in its latest spot, which concerns the potentially controversial subject of a teacher-pupil love affair, but does it in a humorous way that may help steer it out of trouble.
The ad, directed by Jean at Decon, sees a highschooler and a thirty-something teacher meeting outside school for a secret tryst. "What if we get caught?" she asks nervously. He replies, "We love each other," tucking her hair behind her ears. Seems we're all set for schmaltzy drama, but then the plot descends into farce as the two mount his bicycle and immediately fall off sideways. The tagline is "Leave the bad choices to us."
It's a funny spot that seems right on brand for Lifetime---from the floppy hair of the high schooler to the cheesy music, the whole style evokes the kind of movie you might guiltily enjoy on the network. But we'll be interested to see if anyone feels that making a joke out of underage love is just not on these days.