CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

The first man to say ’I’ll never understand women’ was right. Men just don’t understand us women. Never have, never will. I’ve spent many an evening fuelled by half a bottle of Chardonnay, haranguing an account planning friend with my view that male creatives can’t do ads for ’women’s things’. Whether it’s underwear, Tampax or the Nissan Micra.

The first man to say ’I’ll never understand women’ was right. Men

just don’t understand us women. Never have, never will. I’ve spent many

an evening fuelled by half a bottle of Chardonnay, haranguing an account

planning friend with my view that male creatives can’t do ads for

’women’s things’. Whether it’s underwear, Tampax or the Nissan

Micra.



He, of course, insists that it’s all down to a good creative brief. But

truly great work has always come from digging deep into your own

experience and the psyche of the customer. It’s obvious. David Abbott

couldn’t write as well for PlayStation as he did for Volvo.



There are some brilliant sanpro ads written by women. And there are ads

featuring girls in tight white trousers. Any woman will tell you that at

certain times of the month, the white pedal pushers are left on the

hanger - no matter what you’ve got inside your pants.



Recently, though, it’s got a lot worse. And I blame the infamous ’hello

boys’ Wonderbra ad.



It was, basically, a lucky hit. It captured that moment when a woman

walks into a room after many hours trowelling on the slap, knowing that

she looks eminently shaggable. Unfortunately, what it also seems to have

achieved is to give male creatives carte blanche to depict all women as

wannabe trollops.



Of course, women like to look sexy, but not like a full-on-tart. Men

don’t seem to understand the subtle difference and now it’s all got out

of control. Because there isn’t a woman on earth who thinks her breasts

look like two curled-up kittens (another recent poster howler), unless

she’s an Italian porn star on Eurotrash.



Let’s get female creatives back to work on campaigns aimed at women and

let the men work on FHM - a world that women don’t even pretend to

understand.



Goodbye boys.





Got a rant or a Diary story? E-mail campaign@haynet.com or post it to

Diary editor, Campaign, 174 Hammersmith Road, London W6.



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