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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

Dan Goldgeier is a Seattle-based 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. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.

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  1. Jetpacks says

    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

  3. writer says

    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.

  5. captain flummox says

    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.