Delta Goodrem’s Revlon commercial slammed as ‘dated’ and ‘mumsy’

Delta Goodrem’s Revlon commercial has been torn to shreds by Australia’s top advertising gurus, following reports the cosmetics giant has declared bankruptcy.

The panel of industry professionals on ABC show Gruen dissected Goodrem’s 2021 advertisement on Wednesday’s episode, branding the advert ‘dated’ and ‘mumsy’.

Goodrem, 37, was named Revlon’s first Australian ambassador last December, and at the time fronted a big-budget TV commercial to promote the brand’s ‘Live Boldly’ marketing campaign.

Delta Goodrem’s Revlon commercial (pictured) has been torn to shreds by Australia’s top advertising gurus, following reports the cosmetics giant has declared bankruptcy

The commercial shows a dolled-up Goodrem posing, playing piano and awkwardly dancing around opulently styled rooms wearing designer clothing.

She delivers a platitude-filled monologue featuring phrases such as ‘ride the highs and the lows’, ‘take the risk’ and ‘live boldly’.

The Gruen panelists couldn’t help but laugh at the corny dialogue and cringeworthy footage, with host Wil Anderson declaring: ‘Live boldly, dance badly!’

Goodrem, 37, was named Revlon's first Australian ambassador last December, and at the time fronted a big-budget TV commercial to promote the brand's 'Live Boldly' marketing campaign

Goodrem, 37, was named Revlon’s first Australian ambassador last December, and at the time fronted a big-budget TV commercial to promote the brand’s ‘Live Boldly’ marketing campaign

The commercial shows a dolled-up Goodrem posing, playing piano and awkwardly dancing around opulently styled rooms wearing designer clothing.  She delivers a platitude-filled monologue with phrases such as 'ride the highs and the lows', 'take the risk' and 'live boldly'

The commercial shows a dolled-up Goodrem posing, playing piano and awkwardly dancing around opulently styled rooms wearing designer clothing. She delivers a platitude-filled monologue with phrases such as ‘ride the highs and the lows’, ‘take the risk’ and ‘live boldly’

Branding expert Camey O’Keefe didn’t hold back in her criticism, declaring: ‘For an ad that’s made recently, it feels incredibly dated.’

Ms O’Keefe claimed the Born to Try star, who is slim and white, does not represent multiculturalism and inclusivity and is therefore ‘out of touch’ with consumers.

‘Body positivity, all forms of skin shade, you know, textures, hair – it really is a world away from what we see here, which feels like a really kind of dated notion of feminine beauty. And so, as a result, Revlon just feels really tired and out of touch, and that’s reflected in its sales,’ she said of the ailing company.

Branding expert Camey O'Keefe (pictured) didn't hold back in her criticism, declaring: 'For an ad that's made recently, it feels incredibly dated'

Branding expert Camey O’Keefe (pictured) didn’t hold back in her criticism, declaring: ‘For an ad that’s made recently, it feels incredibly dated’

Advertising strategist Christina Aventi had similar feedback, telling the panel: 'I love Delta and I respect Delta.  And the thing about Delta, she is the oldest young person I know'

Advertising strategist Christina Aventi had similar feedback, telling the panel: ‘I love Delta and I respect Delta. And the thing about Delta, she is the oldest young person I know’

Advertising strategist Christina Aventi had similar feedback, telling the panel: ‘I love Delta and I respect Delta. And the thing about Delta, she is the oldest young person I know.’

‘It’s so mumsy! [Her dancing has] got a touch of the Elaine from Seinfeld,’ she joked, referring to Seinfeld character Elaine Benes’ notoriously bad dance moves, which were compared to ‘a full-bodied dry heave set to music’.

‘And I know she talks about “taking a risk”, but she took a punt on those moves and it didn’t pay off,’ Ms Aventi continued.

Ms Aventi compared Goodrem's awkward dancing (pictured) to Elaine Benes from Seinfeld

Ms Aventi compared Goodrem’s awkward dancing (pictured) to Elaine Benes from Seinfeld

Goodrem also fronts the brand’s latest ‘Super Lustrous’ campaign, which launched this week.

Revlon filed for a ‘reorganization bankruptcy’ in the US last month, after accumulating a reported $US10 billion (AUD$14 billion) debt, citing supply-chain issues as one of the reasons for its fiscal downfall.

In America, a ‘reorganisation bankruptcy’, also referred to as Chapter 11 bankruptcy, allows companies to restructure themselves and continue operations while managing their debts.

Goodrem also fronts the brand's latest 'Super Lustrous' campaign, which launched this week

Goodrem also fronts the brand’s latest ‘Super Lustrous’ campaign, which launched this week

The company has therefore been able to continue running its Australian and New Zealand operations as normal.

‘Consumer demand for our products locally remains strong – people love our brands, and we continue to have a leading market position in Australia and New Zealand,’ Tracey Raso, managing director of Revlon Australia and New Zealand, said last month.

‘This [Chapter 11] filing in the US will allow Revlon to continue to offer our consumers the iconic products we have delivered for decades.’

Revlon filed for a 'reorganization bankruptcy' in the US last month, after accumulating a reported $US10 billion (AUD$14 billion) debt, citing supply-chain issues as one of the reasons for its fiscal downfall.  (Pictured: Revlon beauty products)

Revlon filed for a ‘reorganization bankruptcy’ in the US last month, after accumulating a reported $US10 billion (AUD$14 billion) debt, citing supply-chain issues as one of the reasons for its fiscal downfall. (Pictured: Revlon beauty products)

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