CAMPAIGN DIARY: She magazine gets to grips with man for its masculine makeover

By MAIRI CLARK, campaignlive.co.uk, Friday, 18 December 1998 12:00AM

Of all the objects that could be said to need a dramatic revamp, few can beat the image of men. So She magazine asked seven agencies to come up with a campaign to relaunch the much-maligned male species.

Of all the objects that could be said to need a dramatic revamp,

few can beat the image of men. So She magazine asked seven agencies to

come up with a campaign to relaunch the much-maligned male species.



We don’t knock creativity, but if there’s one thing we like to see, it’s

originality. So can anyone explain why three out of the seven ads - by

Ogilvy & Mather, Euro RSCG Wnek Gosper and the Leith Agency - featured

dildos?



Sadly, O&M’s attempt to combine wit with misogyny in its advertising

fell rather flat with the judges, Terry Christian and Katie Puckrik.

O&M’s first attempt at the ad carried slogans such as ’How do you know

if a woman’s had an orgasm? Who cares?’, and ’Why do women have periods?

Because they deserve them.’ Both judges rated it last.



The agency’s second attempt got a slightly better reaction, with

Christian liking the agency’s observations on ’how obsessed with sex the

middle classes were’. Puckrik, however, wasn’t keen on anything from

Canary Wharf and lambasted the agency for using the old ’men are not a

sex toy’ angle.



St Luke’s came out well in the emotions department with Puckrik

commending it for creating the only ad that addressed the fact that

women don’t objectify men. Christian admitted he knew what the agency

was talking about but just didn’t rate the ad.



She magazine’s design team even had a bash at creating an ad, using

sweet fatherly images of men with babies and the strapline, ’Don’t you

just love him?’. Unsurprisingly, the cute ads went down favourably with

the judges. Puckrik loved them, and even Christian embraced the baby

imagery.


Alas, Christian’s vote went to Mitchell Paterson Grime Mitchell, which

chose to be honest about men and their less-attractive features such as

being ugly, sweaty and boozy, as well as promoting the handsome, witty

side.



With the strapline, ’Why would we need a new image when we’re already

created in God’s?’, it was Christian’s favourite and Puckrik’s

second-least favourite. In case you hadn’t guessed, all but one of the

ads were created by male teams.



This article was first published on campaignlive.co.uk

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