The Consumer Is Not A Moron. She’s Your Skinny Wife.

Seriously, can someone tell me what it was like to concept, present and shoot an idea like this? Because I just can’t imagine working in an ad agency that would’ve done this. It’s so far removed from the reality of my life as a copywriter in 2007.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Danny:
    It is far removed from 2007, but the same principals apply in copywriting today as they did then:
    You’re dumb, you’re lacking, your husband doesn’t love you
    You’re slow, you’re dated, you’re a sad excuse
    You’re worthless, you’re uncool, can’t you recognize what’s real?
    We thought you were smarter when we offered this deal

  2. Did I write “principals’?

  3. It’s just that the same principles are buried here in a cool retro sixties look. The dated slow motion sensation of lovingly drying the child’s head is likely to appeal to the modern harried working uber-superwoman than the overt message of being in shape for the executive husband. In that sense it’s a double whammy.

  4. I’ve never been a mind sticker, but I have shape-shifted.

  5. The appeals aren’t as far removed from current cultural and personal concerns as it seems from the dated execution. People still want to look unforgetably good so they can make happy time.