Discovery Channel Netherlands Not For Women
“For men’s eyes only.” A lot of advertising is senseless. Sometimes, it’s because the copywriters and art directors get too close to their pretty creations, and turn off the logical left side of their brains. But usually, the client speaks up and sends the creatives back to their play rooms for more work. I don’t know what the fuck happened here with this stupid, sexist campaign for the Discovery Networks Benelux channel (which is responsible for the Discovery Channel and Animal Planet in The Netherlands and Belgium) by Amsterdam’s Dawn, but this is apparently approved advertising that is currently running. My quick Google search turns up nothing about Discovery switching their programming to 24/7 bukkake videos. |Images via: AOTW|
by Copyranter on November 30, 2009 at 11:30 am
Editor-in-Chief:
I don't understand this campaign at all. And I'm super-intelligent!!!!1!
The guys seem femmy to the point of maybe they're women in disguise? But… in disguise to do what, watch TV in their own homes?
Someone please explain the joke to me.
this is the same technique that was used in the Grizzly Bear video "two weeks" – making the eyes super expressive and clear.
I think it threatens masculinty to the point that men get insecure and indecisive when the see it, and therefore their senses are weakened and then are brandable.
the video: http://www.vimeo.com/5904993
The eyes are mismatched to the faces.
I think perhaps the eyes are "female" eyes photoshopped into the faces of "men" and therefore a subtle twist on your perception.
Yes, Mollena, that's exactly what's going on. But that doesn't explain the asinine strategy of the campaign.
Well, wow, thanks for the explanation(s). But even now I am no closer to understanding how I am supposed to see these ads and think "I wish I were watching the Discovery Channel."
Although, on the plus side, I can make so little sense of it that I also don't see how it's sexist.