Seducing the boys club

Do you want to be a woman at the top of advertising?

If the answer is yes, you have to read this book:


Source: www.seducingtheboysclub.com

Who dominate-Who is dominated

There are two worlds of bottom smacking, the world of BDSM and the world of ketchup bottles. The company, Dressing for Pleasure, a specialist in fetishwear and all things S&M related, married these two worlds by putting stickers of enticing rear ends on the bottoms of ketchup bottles. Thus inviting bar patrons to explore a completely different appetite while addressing their hunger.

The chosen stickers are these:

I think this controversial advert discriminate against women. From my point of view, it is directed only to men, heterosexual or homosexual, in their role of the one who dominate, so women only is represented as the one who is dominated.

This discrimination is subtle because there is a man's backside (anyway, there wouldn't be equity), so someone can argue the opposite. But I think this is the role of women that is offered. Moreover the only one who hits is a man's hand.

By the way, I haven't been able to find out the names of the creative team, because they aren't in the technical data. The campaign is made by JWT agency.

Source: Ads of the world

Men's things

Some months ago, I was in a grocery store in Edinburgh and one female friend said to me: "Look to that packaging". They were some chocolate bars that she usually bought and the text said 'It's not for girls'.

That diferenciation by the gender atractted my attention and I asked by myself why they had chosen that communication estrategy. Today I have decided to research. Yorkie, the brand, belongs to Nestlé and they explain the campaign like this:

YORKIE - 'IT'S NOT FOR GIRLS'

In 2001 the Yorkie "It’s Not for Girls" campaign was launched because, in today’s society, there aren’t many things that a man can look at and say that’s for him.

The 'Not For Girls' campaign theme for Yorkie uses humour, which resonates with today’s British male and simply states that Yorkie is positioning itself as a chocolate bar for men who need a satisfying hunger buster. With five solid chunks of chocolate, it’s a man sized eat!

Although I haven't try that brand, I feel that I'm also the target of chocolatine bars. Although, personally, I'm faithful to Snickers chocolatine bars, which communication I think it isn't directed either to me.

I don't ask for the chocolatine bars communication direct for me or for the rest of girls, because I think they wouldn't get either right with that diferenciation... Anyway, targets (or no-targets) do what they want.

Source: Nestlé UK

Your saliva is also important!

To carry on with the 'revolutionary' topics that I started yesterday, I let you one campaign that I have seen in the last days and I like it. That is the campaign of Saatchi & Saatchi Southeast Asia Regional from Bangkok, Thailand, to Amnesty International. Two female art directors, Brandy Vu and Linda Pham, have participated in it.

I like that they have used the colour to encourage to the public to collaborate through sending their letters. Instead of mentioning the culpability, and make the spectactor feel attacked, or intead of showing shocking or negative images, here they show in a kindly way that you can help much only putting a stamp and sending a letter, and that is something that doesn't require any effort. I think is a very right campaign and it uses a very interesting tone to this kind of campaigns.

Creative team

Advertising Agency: Saatchi & Saatchi Southeast Asia Regional/Bangkok, Thailand
Executive Creative Directors: Steve Hough, Andy Greenaway
Creative Directors: Sumesh Peringeth, Joel Clement
Art Directors: Sumesh Peringeth, Brandy Vu, Linda Pham
Copywriters: Steve Hough, Joel Clement
Illustrator: Tran Thanh Truc
Photographer: Pier Laurenza, Teo Studio
Published: 15 March 2008


Source: Ads of the world

A sexist or revolutionary ass?

This is the advert to relaunch, surprisingly, 'L'Unità', the historic Italian newspaper founded in 1924 by the Marxist philosopher and theoretical Antonio Gramsci. This newspaper was the official organ of the Italian Comunist Party (PCI).

Copy: new, free, mini, beautiful, strong, independent, couragerous, surprisingly, revolutionary, intelligent, generous, essential, indomitable.

The campaign has been created by the controversial Oliviero Toscani to illustrate the transformation process of 'L'Unità', Italian left-wing symbol newspaper, which has reduced its format (it will be tabloid) and it will have a new design.

Always that female body is used gratuitously to sell a product, that advert is considered sexist. However, Concita de Gregorio, first woman to be at the top of the newspaper in its 84 years of history, doesn't feel that this advert was sexist.

Concita de Gregorio

According to her: "I don't think it's right to use a woman image to sell, for example, cars. But in this case, I think it's perfect. Since two months, this newspaper is controlled by the body and the head of a woman, me, so in this case I think is pertinent to use a woman's image."

Toscani also rejects the acussations of sexism. "The miniskirt was revolutionary and, as the format of 'L'Unità' was going to be reducted, I thought that this image combines very well these two concepts".

"The photo is like her (Concita de Gregorio): solid, present... It isn't the image of a woman in seduction position, but it's the image of ordering", he said.

At the moment, the controversy is there and there are views to suit all tastes. What do you think?

Source: El Mundo

3iying, only women in advertising!

Finally advertising is starting to realize the power of women. An example is 3iying, an all-girl advertising agency and specialized in marketing for girls.

3iying, pronounced “three-eye-ying”, was set up in New York by the versatile Heidi Dangelmaier. Heidi has a broad experience as an expert in the female market. Among her merits, she led Sega’s first initiatives to make videogames for girls and she has worked for clients as Barbie and Metlife focused in the female audience.

3iying emerged with the idea of contributing to end with “the gap between what girls want and what the marketing community is giving them”. Their communication talks to girls ranging in age from 15 to 25.

Their web: http://www.3iying.com/

Copys for female teens

The Indonesian agency Lowe Jakarta has used copys full of lyricism in its campaign for Rexona, some copys with a sensibility not very common in the texts of men-targeted deodorants.

They aren't only focused on the other sex, but also they talk about friendship, as one of their worries. This is the vision that a completely women's creative team, except for his Executive Creative Director, has offered about female teen's motivations.

I would like to enhance some values showed in this campaign, created in the biggest Muslim nation of the world. They could perfectly work in places as France, Australia or The United States. Many times we think the West and the East are very different, but, as we see, the common people's motivations can be more similar that we usually think.

"32,
33,
34,
35!
Those are the amount of Annie’s freckles whom I’ve just met. A strange coincidence indeed… those are also the amount of her ex-boyfriends.
Dare to be closer. Rexona Teens."


"I have never seen eyes as beautiful as his. I noticed his pupils enlarging, the moment I held out my hand. I know now, that he likes me too.
Dare to be closer. Rexona Teens."


"I'm Malicca. She said. Her ear resembles a question mark. Somehow I knew that she will be a good friend and help me find the answers in my life.
Dare to be closer. Rexona Teens."


Creative team
Advertising Agency: Lowe Jakarta, Indonesia
Executive Creative Director: Din Sumedi
Creative Director: Hanny Shinta
Art Director: Stephani Pribangun
Copywriter: Wury Handayani
Photographer: Mike Ting
Retoucher: Abun
Agency Producer: Haning Mila
Published: August 2008

Source: Ads of the world

Gold for borning female in India

I have read one copy that gave me goosebumps. This ad has been Gold Lion in the press segment at Cannes International Advertising Festival in 2008. The advert tries to make aware against female foeticide in India. The campaign was realized by the Indian Contract Advertising Pvt. Ltd. agency for the non-government organization Aadhar, which fights against this curse.

The strength of the ad is in its forceful, clear, direct, overwhelming copy. Also, it is shocking because this is something more than advertising. For the poor families of India to have a daughter becomes a serious problem, due to the dowry that the woman is used to pay to her husband. In the second country with more population of the world, the abortion is legal since 1971. However, knowing the sex of the baby before being born is banned to prevent the frequent selective aborts.


The ad starts with the copy “How to carry on the family name”. Then, it describes how to abort step by step. The final step is: “After three months, try again for a boy”.

In opinion of the Press Lions jury president, Craig Davis: “It’s wonderful that good work is coming out of places that were earlier not performing so well at Cannes. India is one of them. An entry like Aadhar ‘anti-female foeticide’ has beautiful copy”.

From here, our congratulations to India and specially to the female copywriter Anshumani Khanna. We hope, more than never, that this copy will be not only powerful, but also effective.


Creative team
Type of Entry: Newspaper
Category: Public Awareness Messages
Title: FAMILY NAME
Advertiser/Client: AADHAR
Product/Service: ANTI FEMALE FOETICIDE
Entrant Company, City: CONTRACT INDIA, Mumbai
Country: INDIA
Advertising Agency, City: CONTRACT INDIA, Mumbai
Country: INDIA
Executive Creative Director: Ravi Deshpande
Creative Director: Raghu Bhat/Manish Bhatt
Copywriter: Anshumani Khanna
Art Director: Manan Mistry/Vimal Singh
Typographer: Manan Mistry

Source: www.funonthenet.in
Source: http://theinspirationroom.com
Source: Desire creative

4 women, 32 men, the Golden Drum jury

Yesterday, I wrote about the female presence in the Grand Prix of Golden Drum Advertising Festival. Today, I'm going to talk about the female presence in the jury of this Festival. The data are also negative for women. Of the 36 members of the jury, only 4 were women. As a small acknowledge to the girls that got 'slip in' this, for the moment, 'boy's club', here are their names.

In TV, Press, Outdoor and Radio Jury, 9 men, 1 woman:

Suna Tancig

Co-founder and Creative Director, Original, Slovenia

In Ad Campaigns Jury, 6 men, 0 women.


In Interacive Jury, 3 men, 0 women.


In Media Drum Jury, 4 men, 2 women:

Anna Lubowska

Managing Director and Chief Executive Officer, Mediaedge:cia CEE, Poland

Susanne Koll

CEE Regional Director, Omnicom Media Group, UK

In TV & Film Promo Jury, 3 men, 1 woman:

Miša Molk

Executive Project Manager, TV Slovenia, Slovenia

In Design & Art Direction and Portoroz Piran Poster Jury, 4 men, 0 women.


In Open Ad Golden Drum Ideas Jury, 3 men, 0 women.



Source: Golden Drum

Girls don't play the drum

The Saatchi & Saatchi Bucharest's campaign for Proctect & Gamble has been Grand Prix in Press category in the Golden Drum Awards, recently celebrated in Slovenia.

I have chosen this campaign because it's one Grand Prix that has a woman creative among its creative team. This year, there hasn't been almost female presence in the Grand Prix of this festival and in this campaign there is only one, the art director Daniela Nedelschi.

We hope this situation will change soon.

1961 Man, Woman and Boy

Year/ID: 2008 / B07008
Agency: Saatchi & Saatchi Bucharest
Awards: Shortlist
Golden Drum Grand Prix

Registrant: SAATCHI & SAATCHI ROMANIA
Advertising agency:Saatchi & Saatchi Bucharest
Advertiser: Procter & Gamble
Creative director: Nick Hine
Art Director: Daniela Nedelschi, Jorg Riommi, Arturo Vittorioso
Copywriter: Jorg Riommi, Arturo Vittorioso
Photographer/Illustrator: Carioca

Source: Golden Drum

Eider Suso

I encourage to you to see Eider Suso's work. She is an art director and an illustrator, who has received many awards and has beautiful works.

Eider has worked in Ogilvy & Mather NY, Euro RSCG NY, Villar Rosas in Barcelona and Lowe New York among others. Now she is working as a freelance among Barcelona, Brooklyn and Shanghai.

As some pictures are worth a thousand words, I let you some of her works:

Advertising:

Illustration:

One of the maps of her world

Cover for Wine magazine, NYC September 2007

30th bday invite

Information booklet for an NGO in Wukro

Invitation for the Halloween party at Lowe

Eider Suso's website: www.eidersuso.com

Censure for A Nymphomaniac Diary

The poster of the Spanish 'Diario de una ninfómana' ('A Nymphomaniac Diary') film has been censured in Madrid and in Cadena Cope radio channel.

The poster wasn't accepted by the dealer company of advertising for public transport interchanges and shelters of Madrid.

On the other hand, Cadena Cope radio channel said that “the campaign is of doubtful legality and gratuitously provocative”, according to the explanation of the film's director, Christian Molina, and they added that the film “wasn't for their target, reason why they refused to show it”.

Some people offered to Molina to change the poster, but he refused: “I sent one cut, another one in blank, because this is unjust, illogical and unreal. It seems to me of Dictator Franco's times, retrograde and subhuman: I thought that there was freedom of expression in this country”.

The French Valèrie Tasso, author of the homonymous and autobiographical book, added “If the film had been called “An assassin diary” wouldn't have been any problem”. She added, “I'm shocked because in 2008, in Spain, 'censors' like these exist ”.

Trailer of the film:

The director of the film, Christian Molina, remembered that the trailer of the film has the official certificate of the Ministry of Culture only for older than 13 years. “However, if we went to different kiosks of the Community of Madrid, we can see how the children have access to pornographic material”.

Personally, I'm surprised because they have censured a poster like this when there are thousand examples of same or more provocative posters. And in this case the poster only reflects the history of the film. What is what bothers so much to them?

Web of the film: : http://diarioninfomana.com/

Sources: Iberarte y 20 minutos


By the way, it remembers to me the poster of Whore (Yo, puta) film of 2004...

Lady, choose your Perfect Man!

NZ Website for Ladies Redefines the Perfect Man.
Hint: He Fairly Vibrates With Energy.

New Zealand's Flossie.com, a new network of female-focused websites, and agency TBWA/Whybin created a "Man Vending Machine" to drum up some publicity.

Installed on a busy street, the "machine" allowed passersby the chance to pick their ideal mate from a range of types and, with a push of a button, make a live, single male appear. Pushing the button for "Perfect Man," however, yielded something not so live -- and quite cylindrical and battery-powered.

Posted by Matthew Creamer on 10.14.08 @ 04:56 PM

See for yourself here:

Source: Advertising Age

Men also can

The Ministry of Equality has given the “Crea Igualdad” ("Create Equality") Award to the advertising campaign 'Ellos también pueden' ('Men also can') for the laundry detergent Puntomatic. Shackleton agency executes the spot. It has received the prize because of its explicit call to the egalitarian distribution of tasks at home.

Source: AmecoPress Information for Equality

On how marketing and advertising affect equality between women and men

The Committee on Women's Rights and Gender Equality of the European Union present the report On how marketing and advertising affect equality between women and men (2008/2038(INI) on 29-5-2008. This report shows the role that advertising plays consolidating and feeding sexist stereotypes and negative effects on the Equality.

Source: On how marketing and advertising affect equality between women and men (2008/2038(INI))

She says

They wondered the same question than many of us, the women creative: "Why are there hardly any females in the creative department of most digital ad agencies?"
But, instead of folding their arms, they decided to do something. They created 'She says' and now they organize events where the most famous women of advertising industry share their ideas and help the new generation of women creative to renew the current panorama.

The events of She Says are “funny, free and are designed to help you to begin your creative career in digital advertising”.

Have a look: www.shesays.org.uk

You mean a woman can open it?

1953

The book "You Mean A Woman Can Open It?: The Woman’s Place In The Classic Age Of Advertising" talks about how advertising showed women in its beginnings.

Discovering how advertising showed women not too many years ago scares. And probably that was an extended image and it was seen as "normal". That shows an idea of how some of the current sexist ads will be perceived in the future.

1921

The 30s

1946

1952

1953

1961

1970

Source: Daily Mail

The Minister of Equality against sexist advertising

In a commercial break of the Ministry of Economy and Treasury of the Government of Spain, a female psychologist recommends to a male patient to leave his work and forgets his wife because “she absorbs all their positive energy ”.

The masculine voice answers: “To leave my Puri? But are you crazy? If my Puri is the greatest! It´s clear that you haven't try my Puri's croquettes! ” Then, one third voice adds the slogan of the campaign: “If your life is as you choose, wouldn't your investment have to be the same? Buy Treasury Bills”.

On 29 of September, María Jesús Sainz, Popular Party senator and second vice-president of the Commission of Equality in the Senate, accused to the Government to make “sexist” publicity in this campaign for radio.

The minister of Equality, Bibiana Aído, declared that she would execute “the necessary steps to retire immediately the “spot” ”.

Source: http://www.facua.org/es/noticia.php?Id=3481&IdAmbito=22

The sex of the brain

The interview of Eduard Punset to Louann Brizendine, neurobiologist and author of "The female brain", was very interesting. She talked about the differences between the brains of men and women.

She explained, for example, that boys and girls tend to play in a different way, independently of the culture where they live or of the education they receive. Boys normally play abrupt games and fight, while girls play fantasy games and they assign roles. So although you try to educate them with toys without sex marks, that tendency usually prevails.

Media saturate us with images that urge women to be attractive, but these circuits to express sexuality are natural in the feminine brain, especially before the ovulation. Everywhere, young girls do what they consider adequate inside its culture to attract to the opposite sex.

This open a huge discussion about the differences between men and women. If we apply that to advertising, we raise: If men and women have different brains, do they create different?

This is very useful for creatives. If we knew better how women and men think and which are their motivations, we would know better how to talk to them.

Read the complete interview: http://www.eduardpunset.es/charlascon_detalle.php?id=25

Louann Brizendine's web: http://www.louannbrizendine.com/