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So recently I was walking through a high-end mall in Shanghai, when I saw this …
Now I know what you’re thinking …
Is it …
A. A poster for a jewellery store?
B. A poster for a weird lingerie/80’s gym-wear store?
C. A poster for the World’s first hybrid jewellery, lingerie/80’s gym-wear store?
The answer is A which can only mean the people behind this poster are either mental or delusional … there’s simply no other alternative answer.
That said, I can imagine how the creatives came up with it …
We walk into a cubicle at some nondescript marketing agency.
An art director, copywriter, suit and planner are all sat together reading the brief the client has just given them.
No one is making a sound.
All that can be heard are the pages of the brief being turned over and over again.
Finally, after 10 minutes, the silence is broken by the Art Director.
“So they’re saying that want something disruptive?”
“Yeah …” agrees the copywriter, “… but it needs to be done in a way that makes their tacky jewellery look appealing”.
“But no woman with a brain would buy that shit” spouts the planner.
“Sure …” say’s the art director, “… but stupid men who watch too much Pornhub would”.
“You’re right …” say’s the planner, getting excited, “… the stupid tossers will imagine coming home from work and finding their wife waiting to shag them in nothing more than lingerie, heels and shitty jewellery”.
“Yep, but we still have to make it look classy” say’s the account director.
“Easy …” laughs the art director, “… we’ll just rip off the iPod Silhouette campaign”.
And with that, the era of high-end, low class advertising was born.
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