A Date With Brad, Wherein He Discusses Your Period. Yes, You’re Dreaming.


This “virtual date” brought to you by Johnson & Johnson and BBDO Toronto.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.

Comments

  1. Hey, I’m not the demographic but I liked this sort of thing a lot better when Fallon did it for Brawny Towels a few years ago.
    This seems like “let’s play the sensitivity card (2 cookbooks, one for your mom!)” just to step out of character at the end and make a hard sell for pads. The Brawny Guy stayed in character throughout.
    Are you buying it?

  2. @RobertMoss – I agree that the transition to “Brad’s” rap on feminine products is a rough one, but the entire piece is so over-the-top, it’s almost like nothing could be too out of order here, since it’s all a farce.

  3. David, Over the top? It’s more like an ad spoof on SNL than something to persuade real people to buy real things. Instead of empathy, it shows a high level of cynicism; the character pretends to be the most caring man in the world before hammering the viewer over the head with a hard sell. At least a P&G hard sell doesn’t pretend to be otherwise.
    So far the comments I’ve read today elsewhere are negative.
    Brand Channel: Brand Trainwrecks: Date Night With Stayfree? Er, No Thanks
    Salon: Can men sell maxi pads? Stayfree is betting on it with a series of spots featuring absurd caricatures of female fantasy BTW, check out the comments there.
    Back to the Brawny Guy campaign several years ago, it artfully balanced sensitivity and tongue-in-cheekness without any hardsell, and was a far better campaign for it.