powrpuff
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11:40:25 pm on March 12, 2010 |
Actually the campaign itself is good. It does all the right things that every brand that has transcended its actual commodity does to transcend its actual commodity.
- Take on a relevant credo
- Rant about the credo
- Plaster hero shot of product
- (Oh and don’t forget…) Logo
What’s stupid about it is the timing at which they chose to launch the campaign.
March 8-12, 2010 is International Women’s Day. And it seems Dockers has calculatedly placed their transit media in Queen Station conveniently – or caustically – at the same time.
Now I’m pretty sure them and their agency folk were thinking the polarity would create interest, I’m just not sure if they qualified the type of interest they wanted.
And purely because they contrived the media scheduling, I think the campaign is subversive, unguided, lukewarm and plain distasteful. As if there was a sudden deficit in messages celebrating manhood. I mean, aren’t beer companies still using frat humour and girls? Did no less than three deodorant advertisers, Gillette, Viagra and – uhm – ALL WHISKEY advertisers all push masculine gratification to the highest levels we’ve seen since 1957??? (Year irrelevant.)
Couldn’t this have waited Father’s Day (or Superbowl or, I don’t know, Octoberfest)?
It’s stupid.
Face it... YOU'RE A MAN! (POWERRRTHIRSTTTTT!!!!!)
This is creative laziness. I would've wrapped the bars to look like hosiered women's legs. You know... 'coz YOU'RE THE MAN! AHRRRR!!!
Again, creative laziness. (I didn't even notice at first that the booth also had a wrap, but it apparently did.) A harder working TTC booth would have a sailor's cut-off body on the glass window where the TTC operator is. AAAAAHRRRRRR!!!
A piece of 1910 in 2010. « Made with sugar, spice and everything nice. 12:19 am on March 13, 2010 | # |
[...] currency, social media, zeitgeist, zombies Tweeted this pic this afternoon (after the horrible Queen Station display). Atop the subway stairs at Eglinton Station, solid early-1900 shouts came out: “30 [...]