Who Comes Up With This Stuff - Another Case In The Series of ????

May

2010 at 02:29 pm Posted by Sherri Sharp

When I see ads like this, I like to pretend I'm on the client side and I'm listening to the creative director pitch me on the concept:

CD: We need a larger than life, toned young attractive man to embody our brand image. And, I mean the focus is on "body", you see?

ME: Uh, why does he look like he's forgotten where he put his car keys and he's late for a pool party?

CD: He's pensive - he's thinking about what an exciting time this is for his generation He's hot, he's a Foursquare mayor and he's got 679 Facebook friends. He OWNS it!!

ME: But we're trying to sell apparel and the majority of our budget is directed toward that product category.

CD: Think Crystal Cove Body Mist - He's going beyond the bluffs and canyons to see the natural beauty of Crystal Cove. It's the place where his spirit is free!!

ME: I appreciate your team wholeheartedly embracing the Hollister culture, but do we actually want people standing under hairy armpits?

CD: Fine, you don't want hair. We'll Photoshop it out.

ME: That's not my point.

CD: I don't expect you to get it. Do you want to see the preliminary recall research? Bring me that AE, what's her name.