Animal kingdom is here to help in new skin-care print campaign

By Todd Wasserman on Mon Aug 23 2010


The skin-care category isn't typically a hotbed of creativity. Ads are usually focused on three things: celeb endorsers, lots of copy and lots of promises. But ad agency Mother in New York has gone a different route with a new print campaign for StriVectin-SD, which is billed as a "super-charged way to aggressively fight deep wrinkles and stretch marks." Those skin problems are depicted in a novel way. For crow's feet, for instance, the ad shows actual crow's feet. Other ads show a wrinkly pug, a hen and a lizard, all of which are illustrations of what your skin shouldn't look like. "The mission came from the clients," says Mother creative director Bobby Hershfield. "They wanted to do something bold and different." Even if that means the metaphor, at times, is a bit of stretch.

Dove is seeking more 'real women,' but they shouldn't be too real

Posted on Wed Jun 30 2010


What's been real about Dove's "Campaign for Real beauty"? Is it the non-models used on billboards, TV spots and print ads? Or the supposed lack of airbrushing that didn't shave off pounds or years? Was it the breakthrough concept that there's no one definition of beauty—i.e., the size-0 supermodel variety—and that women are gorgeous in all shapes, sizes and colors? Well, that's the theory. Now, I'm rethinking all that goodwill the marketer built up in light of a Craigslist casting call for participants for the next flight of Dove commercials. A few of the requirements: "beautiful arms and legs and face," "flawless skin, no tattoos or scars," "naturally fit, not too curvy, not too athletic." So, as long as you're perfect and blemish-free, and qualify on all the other levels, feel free to step up and get photographed in a towel for the chance to sell soap and lotions. (There's as much as $4,000 in it for you!) Hat tip to Jezebel for pointing out the Craigslist ad. Dove has responded by saying it didn't approve the wording of the ad, telling StyleList: "Unfortunately, this casting notice was not approved by the brand or agency team and did not reflect the spirit of the brand team's vision. We appreciate that this has been brought to our attention, and we are taking the necessary steps to prevent this from happening in the future. We believe our images demonstrate that real beauty comes in many shapes, sizes, colors and ages and we remain committed to featuring realistic and attainable images of beauty in all our advertising." Still, just how real is their campaign? Really disappointing.

—Posted by T.L. Stanley

Are these really the best DVDs to your mom on Mother's Day?

Posted on Thu Feb 5 2009

Thelma copy

Having trouble finding just the right Mother's Day present for that person who gave you the gift of life, among other precious things? Twentieth Century Fox and MGM Home Entertainment have just the thing, with a DVD promotion that promises to "spoil Mom with a movie and a spa day."
  The marketing event highlights studio releases that could roughly be classified as chick flicks and pairs them with a soothing spa offer. DVDs will carry a special code the recipient can redeem for spa treatments and products valued between $5 and $100. The specially marked titles arrive at retail on April 7.
  But alas, there's a punch line for devoted daughters waiting for the other wire hanger to drop: The movies for the Mom's Day lineup include the following dubious "female favorites," all of which are good for $14.98 in spa cash: 
  • Thelma and Louise. Because nothing says mother-and-daughter bonding like rape-induced man-killing chased with a (spoiler alert!) suicide plunge.
  • The Devil Wears Prada. Is there a better way to thank Mom for her "Those jeans make you look hippy" comment that launched your preteen eating disorder than this look into the nasty world of the New York fashion industry?
  • Unfaithful. Screw Dad. No, seriously. Please screw Dad.
  The studios are also bundling mom-friendly DVD gift sets for the occasion and offering them with the spa incentives. Titles include the Laughs & Locks Collection (Beauty Shop, Nora's Hair Salon 2, The Salon); the Women in Charge Collection (Baby Boom, Thelma & Louise, Working Girl); the Women in Love Collection (One Fine Day, Return to Me, A Walk in the Clouds); and the Laughs, Love and Lyrics Collection (9 to 5, The Rose, Hello Dolly).

—Posted by Becky Ebenkamp

It's National Carrot Day. Cauliflower, celery, snap peas boycott

Posted on Tue Feb 3 2009

You probably had no idea, but today is National Carrot Day. To celebrate, Pereira & O'Dell created this video for the skin-care company Yes to Carrots that explains how products rich in beta carotene are good for the hair, face and body. The singing carrot also claims his ancestors helped write the Constitution, fought in the Revolution, escaped from a mental institution and did all sorts of other cool stuff that ends in "ution." And they accomplished all this while having only 32 calories and 0 percent fat! Amazing. Almost as amazing as the fact that someone created a National Carrot Day.

—Posted by Yana Polikarpov



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