Posted by: goalpath | April 9, 2009

New Depends Ad Campaign targets Boomers…What the ….?

You can’t make this stuff up. Here’s a new candidate for the WTF Award for 2009. Reminds me of when John McCain was running for President and they asked him if he preferred boxers or briefs. His purported response was “depends”. Kimberly-Clark announced recently that it is launching a new ad campaign for the Depend brand that will be targeting Baby Boomers. One of the new features being promoted is gender specific versions of the product.

According to K-C’s press release:
“K-C’s marketing campaign supporting the gender-specific launch is highlighted by three 30-second TV spots developed by JWT Chicago and directed by acclaimed filmmaker Errol Morris. Shot in the personal and intimate style Morris used in his famous short film, which opened the 2002 Academy Awards, the ads are 100 percent unscripted and feature real people being interviewed on various differences between men and women against a simple, white backdrop. As a result, each spot offers an honest, authentic and comedic interpretation of the uniqueness of each gender.”

I thought we had reached the bottom, pardon the pun, when Viagra, Cialis and Levitra began bombarding the airwaves with unrelenting ED treatment advertising on television, the web and even sponsoring Nascar teams. You want to be sure you are ready for that special moment, right? If it only takes a moment, why do you need those products? Now we can expect Depends commercials to be overwhelming the airwaves.

Don’t get me wrong. I realize that there are a lot of folks out there who have issues with incontinence and erectile dysfunction, but having to endure the advertising for these products will drive a person crazy over time. Maybe in a few years we will be watching commercials for medical alert products that you attach to your heart rate monitors so that when you run an extra mile or ride your road bike 10 extra miles the EMS team will automatically appear. Or maybe when we turn 80 we can buy a high performance walker made from carbon composites or titanium.

In the immortal words of Rosanne Rosanna Dana, “It’s always something”. To which I say, “That’s great, that simply means there will be a never ending amount of material for my blog.”


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