Gorillas now required in every ad campaign

Uscellgorilla What to make of this admittedly arresting new U.S. Cellular print ad from Publicis & Hal Riney? We have some guy—we’ll hope it’s a guy—in an ape mask and furry-hand gloves. The headline reads: “Don’t be afraid to be that friend.” Since I usually am that friend, I should probably take offense. Riney CCO Roger Camp tells Adweek: “We want to convey the heart and soul of the brand without going ha-ha funny.” For better or worse, mission accomplished. Now, if you’ll excuse me, I’ve got some calls to make and some drumming to do. “I can feel it, coming in the air tonight ...”

—Posted by David Gianatasio

June 23, 2008 in Gianatasio, Publicis & Hal Riney, U.S. Cellular | Permalink

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Don't be afraid to be what friend?
(The one who hides behind doors in a gorilla getup?)

Posted by: me | Jun 23, 2008 4:50:07 PM

I don't get this ad at all. And I don't get or like the Phil Collins gorilla ad, either. It's a paradox of the post-advertising age. But I know not to judge media or advertising based solely on my personal preferences. So let me get academic: What exactly does this ad convey? How does it get US Cellular's message across? What is the company's message, anyway?

Posted by: Post Advertising | Jun 24, 2008 4:22:52 PM


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