While the industry currently doesn’t enjoy (?) the male dominance one sees in early episodes of 'Mad Men', most art directors and copywriters still stand up to pee. And as has occasionally been lamented, few of the highly talented female creatives around will ever warm the creative director’s or ECD’s chair.
Second, as a demographic, youngish men are hardly tricky to decode. The male of the species is a simple beast.
The ad we’re about to discuss appeared in the Friday freemag Sport. It may indeed have female readers, but I’ve never seen one. Not one.
Now, what do you think the content of this weekly might be? Clue in the name, people – and of course, gadgets, grooming and going out. All topped off with a skimpily-clad lady with a tenuous connection to a sportsman. Done, happy chaps.
Sport has a wonderfully dry sense of humour.
And of course, that’s what a fellow appreciates in his mates. We can debate what it takes to qualify as the modern metro male.
But all his skills with a skillet, gymnastics in the bedroom and Stig-ish driving are worthless if he can’t share a joke.
The lads love a laff. Intelligent advertisers exploit this to the hilt. So, third point, there are good examples of blokey ads.
Unilever’s Lynx being a prime example. Its tales of attraction are cleverly conceived and beautifully produced, but vitally, they also make us smile.
Which brings us neatly to another staple of the bathroom cupboard – Head & Shoulders.
The ad is constructed around a rather feeble pun. Whatever is on (insert celeb-name)’s mind, it’s not dandruff. Yawn.
Jenson Button is a handsome guy and, I hear, quite good at what he does but sticking "Winning" in his think bubble hardly does him or us any favours.
Deathless prose it ain’t. It’s a simple message, sure. And I’ve nothing against borrowed interest as a strategy but the whole thing is as floppy as Mr Button’s barnet.
