Monday, June 25, 2007

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.


Blogger RFB said...

Ah, Manhattan. You are like a bright white smile of health and attractiveness, diminished only by the chunk of half masticated rotting steak lodged in your otherwise photogenic incisors.

Nothing a strand of Glide can't fix. Might also wanna rinse with Scope when you're done.

8:57 AM  
Blogger shedwa said...

Yea, this ad is horrible, but they even took it a step further. They installed a giant sculpture of this on the Hudson. Check out the video and some more print ads

9:48 AM  
Anonymous Anonymous said...

It won a gold lion too. The client wasn't the only one who didn't want to look like that they didn't "get" it.

9:58 AM  
Anonymous Anonymous said...

I just looked at the whole campaign. As a whole, okay. You can wind that pig up forever. As GOLD? Gimme a fucking break. Go look at the winners this year. It's all about the art direction. Not a memorable line to be had.

They even gave gold to a student campaign on the right to play soccer in warzones. Now that is a t-shirt waiting for life.

11:26 AM  
Anonymous Anonymous said...

I wonder how big of a media buy it really was though.

11:54 AM  
Anonymous Anonymous said...

Well, the only people who give a shit about those "Gold Lion" awards are in advertising. And that's because the winners get a raise or the chance to get to any fucking company they want. In the world out of adland those awards are less relevant than a star sticker in 2nd grade.

12:47 PM  
Anonymous Anonymous said...

if this actually has meaning behind it i'm going to feel really stupid. the rent is stuck in my teeth?

it's been said before: what's a saatchi and why do we need two? why do we need one?


2:45 PM  
Anonymous Anonymous said...

Hey - go check out Shedwa's website. He literally blows every ad campaign that breaks. Swallows too. It's fun reading.

Okay, I'm being harsh. My lithium/Sky vodka mix is all fucked up again.

6:55 PM  
Anonymous Anonymous said...

I got nothing. All I know about floss is that it damned well better be waxed. Especially when slipped between buildings.

8:19 PM  
Blogger Mr. Shain said...

i'm addicted to flossing, but seriously, i've never gotten rent stuck between my teeth.

8:21 PM  
Anonymous Anonymous said...

This champaign is the very epitome of the quote from late great Bill Hicks "if you are in marketing (he really meant advertising) please do me a favor - kill yourself".

You wankers sit around getting paid to dream up this rubbish, pat yourselves on the back, make a video of your 'creativity' in action, deluding yourselves that modern art imitates advertising and that the world is actually a better place because you've helped shipped more units whilst simultaneously releasing your creative juices upon the un-creative masses. Ahh money shot! you love it baby - yeah you love it!

5:25 AM  
Blogger copyranter said...

Well ranted, rocketscientist.

7:40 AM  
Anonymous Anonymous said...

"as long as it looks nice"?


11:06 PM  
Anonymous Anonymous said...

Heh thanks CR that means a lot coming from you (no sarcasm or tricky pun intended).

I haven't been to the gym in 6 months and its starting to show huh!

6:23 AM  
Anonymous Anonymous said...

uhhh... are you guys account execs?

this campaign is a metaphor.

the rent in manhattan is as annoying as a piece of meat stuck in between your teeth.

how can't you get that?

11:00 AM  
Blogger copyranter said...

no shit, anon. I'm a creative director and it's called, "hack borrowed interest."

11:03 AM  
Anonymous Anonymous said...

borrow interest from what?

Son's education?

Are you fukin serious?

Every ad is borrowed interest then.

And guess what?
The guy that made this ad is also a CD, but in the number one agency in Cannes, what 'bout you?

4:32 PM  
Blogger copyranter said...

well judging ads is a completely subjective process, isn't it?

FYI: I've taught concept classes at FIT and SVA, and I say this ad and the whole campaign sucks little French dog balls.

I did like the agency's work for Ultra Tide, though.

4:37 PM  
Anonymous Anonymous said...

yeah! We finally agree. Advertising really is subjective.

6:28 PM  
Anonymous Anonymous said...

Hey anonymous got me at 'the guy who made is ad is also a the number one agency in Cannes.' Are YOU fukin serious? Is that really a valid barometer? How much of that 'award winning' work was for real, with mass media buys? Why not tell us the VNU media stats on all that award winning work?

Don't you think everyone outside of the Award show wankers know the truth?

Oh, and why would a big, international, high-billing agency be 'paid in cases of vodka,' by the way? Not so they could make scam ads that win at the shows, right?

8:24 PM  

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