Haggar admits it’s not at all groovySo, the Wall Street Journal has a story this morning about Haggar’s positioning itself as a clothing brand for middle-aged (inferred) white guys. The story is open to subscribers only, but if you want to see the campaign, you can go to the Haggar Films channel on YouTube. It’s a little strange to think that this campaign came from Crispin Porter + Bogusky, only because it’s so intentionally uncool. It’s certainly not without its moments, but to get your head into creating it, I think you’d have to spend a lot of time watching so-called humorous commercials that air during Sunday afternoon golf on CBS. —Posted by Catharine P. Taylor |
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November 7, 2006 | Permalink |
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Gotta disagree with you here, Catherine. Saw this spot during last night's game. CP+B did the research, obviously. Haggar is as uncool as clothing can get - and who the hell is going to wear Haggar anyway but an uncool middle aged guy?
But these old farts aren't without their moments of cool, as when the Dad nails the loser son with a wet sponge. I think Dads everywhere can relate to that one, even if they'd never buy a pair of Haggar" "slacks"
Posted by: | Nov 7, 2006 10:41:13 AM
I think Crispin is feeling a little lightheaded from the crisp Boulder mountain air.
This campaign is not funny and really sadistic.
Can't imagine a bunch of middle-aged suburbanites sitting around going
"Ooh, yeah, look at those big men humiliate that sweet young boy. He better clean that dirty, dirty car... so dirty..."
Posted by: True | Nov 7, 2006 2:09:36 PM
I think it's hilarious! Probably because I was that kid when I was younger...
Posted by: Jeff Clark | Nov 7, 2006 3:00:59 PM
Hey True:
Your Dad should've beat you more often. You're a real soft boy.
That little shit has what's coming to him - as do all of his generation. Dad is saying, "WORK for a living, you little crying baby. You think the world is easy out there? Teach you the value of an honest day's labor! What are you gonna be in life? a CREATIVE? What the hell is a Creative? That's not a noun, dummy! Now WASH THE DAMN CAR!"
(cue laughter of neighbors who also have teens)
Posted by: Grumpy mother f-er | Nov 7, 2006 4:05:33 PM
Real middle-aged men beat their kids. They don’t hose them down.
Posted by: makethelogobigger | Nov 7, 2006 4:08:07 PM
The problem with these spots is that they condescend to the target audience. Instead of speaking to "uncool" middle age men, they talk down to them. They're like a 25-year old's idea of what a 45-year old's life is like.
Posted by: Slug Nutty | Nov 7, 2006 4:49:58 PM
I think you underestimate the uncool man's ability to laugh at himself. It speaks, I believe, to middle-aged man's not-so-distant connection to his youth, even if he does dress like a complete dork now that he lives in the 'burbs. Not quite 45, I am merely speculating, but my Dad tells me, "My mind says I'm 25, but my body tells me otherwise."
Posted by: Jetpacks | Nov 7, 2006 5:01:20 PM
You may well be correct, Jetpacks. I'm not quite 45 myself, so I can only speculate as well.
Still, I can't help but wonder whether the target audience will see themselves in these commercials -- or just how some snot-nosed "Madison Avenue" punk perceives them. Instead of saying anything fresh or new, these spots seem to reinforce existing stereotypes about: A) clueless, paunchy white guys and B) Haggar.
Posted by: Slug Nutty | Nov 8, 2006 9:20:22 AM
Girl checking in here: Um, how do you guys say it - "Sah-wing and a miss"? Not working for me.
I don't think Beloved Husband is going to get off the couch and wander down to the J.C. Penney and remember to buy Haggar cause Dad Dude #1 hit punk son with a sponge? Beloved Husband would have to see this commercial 8000 times to remember the brand name and then have to have MAJOR store signage to even register the brand.
Posted by: Moda di Magno | Nov 8, 2006 10:43:33 AM
Wearing Haggar turns you into a smug, resentful, middle-aged asshole bully. The fucking dysfunction going on is creepy. I guess Haggar is the perfect line of clothing for former frat boys gone gray and paunchy. Especially the ones who are really in the closet gays. (Note the few seconds of the bare-shirt wrestling clip, about 0:7 into it). Terrible ad.
Posted by: daveednyc | Nov 8, 2006 12:28:07 PM
Screw all y'all armchair psychologists.
These ads suck because they're viciously, rabidly, crazily UNFUNNY.
Make fun of whoever the hell you want. Make it funny enough and all sins will be forgiven.
Methinks CPB is committing the sin of believing their own press.
Posted by: Dean | Nov 9, 2006 12:57:45 AM
Guess what? CP+B has a good share of 40+ creatives (yes, I'm gonna use the term as a noun) and none of them work on Madison Ave. For any of you who care to understand the strategy of this campagin read this:
http://www.azcentral.com/business/articles/1106wsj-haggar06-ON.html
And, no ... I don't work at CP+B. Anymore. ;-)
Posted by: MINIapolis | Nov 22, 2006 2:03:58 PM
