On his Screenwipe program a few years ago Charlie Brooker had a wonderful running segment called “The 10 Biggest Cocks in Advertising.” I’ve posted some links below, and I would like to make a late edition to the list.
Gillette have had issues with advertising ever since “the curse”. Having paid Tiger Woods. Thierry Henry and Roger Federer amounts of money that would make Donald Trump blush to advertise Gillette products the company found itself in a bind after they all had a rather spectacular fall from grace. Woods cheated on his wife repeatedly and, for a bizarre couple of weeks, was the biggest news story in the world. Thierry Henry handled the ball deliberately in a world cup qualifier to cheat his team to victory. Roger Federer, well it wasn’t so much a fall from grace, he just lost a couple of tennis matches. It was definitely time for a rebrand.
Unfortunately they employed a man to advertise their new ProGlide range that is so irritating it beggars belief. He makes you want to put Mika on full volume just to drown him out. The man enters a random bathroom with a camera crew and an infuriating “whoop!” before accosting a man mid-shave. After the shaver complains about his current razor, the new Gillette ProGlide is presented to him by the cocky asshole, and, by Jove; the new razor is only bloody better. The horrible man has saved the day, and he proudly proclaims that the new razor will turn “skeptics in to believers.” It’s a bloody razor! The only time I’d be skeptical is if it was made out of wine gums, or had a severed ear next to it or something.
Most annoyingly of all, the advert is on roughly 7,000,000 times a day. Gillette ProGlide man, congratulations! You are my biggest cock in advertising.
And for the record, I quite like Mika.
http://www.youtube.com/watch?v=wiwmYjk9ARA
http://www.youtube.com/watch?v=ik7bDGQ4uO8
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