Today is a busy day at the House of Biz, especially since our server crashed and took all of today’s snazzy work for my CPG client with it.
Though Adrants gives this site leeway because “[personal hygiene ads] walk this terrific moral and social line that’s bound to result in lots of misunderstandings and wince-worthy ads,” it still makes the Daily (Ad) Biz’ bad advertising list.
And not just because the site failed to re-size to my laptop’s screen size and the load time was excruciating.
Nor because Weiden is able to do great work on Old Spice deodorant (different target, yes, but still a deodorant and you tell me which work you think is stronger):
Mainly I don’t like it because it is too obvious.
The eye-watering color-scheme, the teeny magazine copy, the faux-Blair Witch expose (still can’t do the thing over the “e”) of Stinkton Heights…as if anyone would want to expose something like stinky people.
I certainly don’t think that it deserves the vitriol that George Parker sends its way, but I do think that too often ho-hum ideas get through agencies and clients on the back of being executed via “New Media/New Technology.” An interactive microsite is a tactic, not an idea. Online videos? Quizzes? Advice columns? MySpace? Also tactics, not one of them an idea.
And I don’t think that Stinkton Heights is a good idea.