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
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
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
Got a rant or a Diary story? E-mail firstname.lastname@example.org or post it to
Diary editor, Campaign, 174 Hammersmith Road, London W6.