JMG reader Chris found this Hanes creative on Ads of The World. The tagline: “Because the world gives you enough labels.” The name of the campaign: “Lipstick”. The ad was created by the Bombay division of McCann Erickson. Strangely compelling image. Is that a dildo? Anybody seen this in American press? I can’t imagine even the gay press allowing the word “faggot” to appear in an ad, but in this context, who knows?
UPDATE: Two more ads in the campaign were just dug up by Andy Towle.
Wow, what a stupid stupid stupid campaign! Hanes thinks you should buy their Original Tagless Comfort underwear “Because the world gives you enough tags.”
A smart idea I must admit, playing on the social tags to promote tagless undies is very creative. But what a stupid delivery! I believe the mere use of such hateful tags to promote underwear is a foolish, immature and cheap way to garner publicity for this controversial campaign, but they go even further with illustrations and slogans that make matters worse.
In Fagg*t, you see same-sex kissing, debauchery, toys, bottles of wine and references to beauty: lipstick, nail polish and makeup. In Nigg*r, you see drugs, guns, jail cells, low-life jobs like cleaning toilets, and text about being HIV positive. In Pak! (a demeaning name for people from Pakistan), you see tanks, bullets, bombs and pigs (an anti-Islamic reference).
Such a campaign would never be approved in Europe or America, where the use of such hateful references is a big ‘No No’, even when you are trying to use it in a positive light. The campaign was created by an Indian advertising agency (Mccann Erickson, Bombay, India).