Your Brief Is Showing: World Gold Council

I found this print ad in The New York Times over the weekend.

Sometimes we ad peeps and clients get so wrapped up in satisfying the brief that we forget who we’re really supposed to be satisfying: the customer. In this case, I’m going to go out on a limb and say that equating the wedding day with boorishness is probably not the way to a girl’s heart. Especially a bride-to-be. Even if this campaign is aimed at the groom, dissing the wedding day just seems like the wrong way for gold to try to regain its position as the loving couple’s ring of choice.  In the end, it just sounds defensive. And makes other ring options, expensive or not, seem classier than ever.

About Wade Sturdivant

Creative Director/Copywriter at The Richards Group, Wade spent his formative years in Chicago (DDB, Leo Burnett) and has worked on accounts as diverse as BMW, Firestone, Bud Light, McDonald’s, Kellogg’s and the U.S. Army.