Flossing Gets Rid Of Plaque, Rent.
(click ad to read copy)
Scenario: Client wants to do a "New York" ad for its dental floss. Agency scratches head/ass/balls/cooter, wondering What The Fuck dental floss has to do with the City of New York but, with a now perfected fake steadfast smile, promises to return with said ad. Agency returns to Client with above ad that makes zero sense, but has very pretty art direction. Client scratches head/ass/balls/cooter, but doesn't want to appear like he/she doesn't "get" the ad, and risk looking "uncool." Client approves ad to run in yesterday's New York Times Magazine. New York man, who puzzlingly scours newspapers and magazines for idiotic ads as a "hobby," spies ad and scratches head/ass/balls. Scans ad. Writes post.
UPDATE!!!—this idea was also made into a big installation, put up along the Hudson River. Go look. (link).
UPDATE #2!!!—campaign won a Gold Lion—proving my point yet again that this business—at every level—is filled with dumbasses who haven't a clue what they're doing—just as long as it looks nice.
previously in WTF?:
1. Your ad's so confusing, it makes Bush's policies look lucid.
2. Strange Ad Image Of The Week.
4. Taste a Cumulus(?).
5. The Power of Platinum.