Feature

Diary: Cosmo girl up for grabs

Cosmopolitan magazine has ventured into the devilish world of advertising by asking four agencies to create an ad to promote their Sex and the Single Girl columnist Rosie Mullender.

Thirty-something Mullender can't find her ideal man, but is looking for a "professional, intelligent, solvent" guy (aren't we all?).

Step in Bartle Bogle Hegarty, Publicis, Rainey Kelly Campbell Roalfe/Y&R and TBWA\London, which each created an ad to sell "Brand Rosie". RKCR/Y&R opted for the "sex sells" route, with a nude Mullender displaying her assets, which the agency seems to think is a "tasteful pose that would hopefully have gentlemen falling at her feet". TBWA is also going in with the hard sell and proclaiming she's not a sperm-snatching bunny-boiling cat-lover. Which is, of course, what everyone assumes a single 32-year-old woman to be.

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