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  • For those of you interested, I am an Engagement Planner at BBDO and Proximity in Toronto, Canada.

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November 17, 2008

Comments

El Gaffney

Wow - so much easier to do "Mitchum Man" comms

Dino

what would a mitchum man uproar look like? that i'd like to see.

Charles Frith

I'm not holding back Dino.

This is the sort of advertising that I call patronising and based on fear. They deserve everything they get. I've got a long post about this in my head and it's linked directly to repetition and frequency and believe it or not War propaganda.

Bash people over the head with enough messaging and doubts creep in. I've seen it work for so many (mainly FMCG) categories that ostensibly look like they are 'caring' when what they care about are profits. Maybe this is a turning point.

Vive La Revolucion!

I'm watching this more now :)

Dino

look forward to seeing it charles. don't hold back!
i think the best thing that can come out of this is forcing marketers to realize that they can't get away with lazy, non committed work.
do they really care or think all that deeply about things like attachment parenting or babywearing? if so, they should be prepared to defend that point of view. otherwise, they will be considered opportunistic and shallow, just using a hot button issue to sell more stuff.
this just isn't acceptable anymore. in this case, social media very vividly drew a line in the sand, indicating what the boundaries are for commercial involvement in an issue people are passionate about.

Jozet at Halushki

Not only does it take on the "attachment parents" - a group that until recently has been on the fringes and suffering the slings and arrows of ridicule of those whose parenting choices are more mainstream - but it reignites the "mommy wars" that many mommy bloggers have been trying to extinguish.

The fact is that there are a lot of big issues out there that women, mothers, should be tackling - could be tackling - if they could only galvanize their efforts. However, the infighting of the mommy wars - which reflect all sorts of class, cultural, and economic differences - has been a major distraction. It should seem obvious that issues like equal work for equal pay and family leave would benefit all. But motherhood is still, for all the self-indulgent moms out there, not held in high esteem in our culture that values earning potential and industry over what is still seen as glorified babysitting. Most commercials condescend to women in their role as mother; this one was just more blatant.

But again, just when - after nine years of holding this conversation - it seems that women are finally coming to a "live and let live" philosophy regarding each other's parenting choices and not allowing themselves to be played by media for cash sales, along comes Motrin and tries to pull a fast one. The threat is the fractioning of factions and the loss of a cohesive momentum gained that will, hopefully, benefit all women when it comes to the bigger issues.

Bethany Iverson

Good point about REALLY knowing your audience. I think oftentimes we (as planners, marketers, etc.) are a little too confident that we just intuitively 'know' how people are. Even though copious amounts of online research can be done in a fraction of the time I think it's still crucial to talk with people face to face whenever possible. Sometimes clients (or us) are so eager to get a project completed that we don't take the time to do things right and then things like this happen (I'm guessing). And I agree, I also like the type/design...

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