When PR and marketing firms become giddy over their own creativity, look out.
A new 44-second commercial called “BANG” created by Maloney & Fox to announce the launch of its Quality Products Division, spoofs a commercial for a male enhancement pill.
M&F calls it an “advermation” and is sending the video to new business targets and others. I call it sophomoric. And if I were a CEO looking for a creative firm to promote my own quality products and I saw this, I’d run.
The commercial stars Laura Kightlinger (Saturday Night Live, Will and Grace) and Hugh Davidson (Reno 911, Bewitched, Groundlings). It opens with Kightlinger lying on a bed in her leopard nighty, and Davidson in his leopard briefs.
“It’s OK slugger. I’ve seen this happen to hundreds of guys, ” Kightlinger says reassurgingly.
Then…well, watch it yourself to get the full effect. Stay with it right up to the end, when the mattress they’re on starts bouncing up and down.
M&F, a Waggener Edstrom company, won a PRSA Big Apple Award for Godiva Liquer’s “Chocolate for Charity” campaign. It has created and executed programs for Microsoft, Odor-Eaters, T-Mobile and Wonderbra.
Sorry, but this campaign gets the, uh, booby prize.
Giles Hanson says
Hi,
Shuck..you win some, you lose some! W’re sorry to hear you didn’t like the video – if you or any of your readers are interested, we have two more equally sophomoric ads on our website. They can be downloaded at http://www.maloneyfox.com/qualityproducts.php.
Thanks for writing us up, though, we really appreciate your opinions, though are sorry you found them limp!
If you’re ever in the area, pleae do stop by for a cocktail and get to know us!