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

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://www.copywriter.dreamhost.com Robert Moss

    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?

  • http://www.adpulp.com/ David Burn

    @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.

  • http://www.copywriter.dreamhost.com Robert Moss

    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.