Friday, July 21, 2006

Smells Like Teen Spirit

I'm not going to lie. I love the recent progress that deoderant ads have made. In New York City subways, tunnels are lined with secrets from I can't get enough and every time I see that baby blue color, I get excited to see if it is a new secret that I haven't read. I'm pretty sure I've got the ones along the 59th Street-Colombus Circle station memorized: I've been married before and my kids don't know; I regift; I'm a CEO and I hate my job; I have a crush on your father. I actually visited the site and posted a secret myself. I went back a few days later and saw that it had been viewed over 120 times. I guess it's not much of a secret anymore...

The other ads that have won me over are the Mitchum ads. They are copy-driven ads and these are my favorites:

If you give your seat up for a pregnant woman, you're a Mitchum man.
If you're careful about who you assume is pregnant, you're a sensitive Mitchum man.

If you tell your kids, "because I said so," you're a Mitchum man.
If you let them stay up an hour later anyway, you're a sensitive Mitchum man.

The ads are great, the copy is clever, they are creatively a success. But only today, as I stood in extremely close quarters on a downtown 1 train did I realize that their placement in the subway was not coincidental.


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