When PR and marketing firms become giddy over their own creativity, look out.
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.