Another quiet, and humble comment on an advert, to kick off my thoughts in 2011. Although the campaign has been in the pipe line since November, perhaps behind the times on this occasion, tonight whilst perusing The Evening Standard (and I promised I’d buy the i paper) my gaze was unashamedly attracted by this advert for Kleenex; the naked upper body of Linford Christie and the not so subtle tagline ‘I’ve Got A Tiny Packet’
Kleenex suggested the new campaign aims to appeal to the male audience, in an attempt to encourage men with a cold to buy the new slim design packs. However, spending £500,000 on publicising the naked torso of a retired athlete seems to me completely transparent. Fortunately, after using Kleenex as a case study in university, I’m comfortable in believing women buy the tissues, not men, no matter how bad the man flu and no matter how small the package (sorry, packet) and after this campaign - I can’t see that changing.