I have a great idea for an ad campaign for Gillette or Schick to use during the NHL playoffs. Listening? OK.
The TV spot opens on a sad-looking shirtless man with a scruffy beard gazing into the bathroom mirror. Cut to another bearded man looking forlornly into the mirror. Cut to a clearly distressed bearded man in the middle of shaving, face half-covered with cream. Cut to yet another man in the bathroom mirror with maybe an enormous beard. He is weeping. Fade to black. Announcer: Your team can’t always win, but your face can. Gillette (or Schick, whichever comes up with the best deal for me, obviously). Proud sponsor of the NHL and playoff beards. Logo flash. END/
Solid gold, am I right?
A variation: Montage of sad bearded men looking into the bathroom mirror in varying degrees of distress — crying, raging, scowling – and the final one is smiling and happy, admiring a long, full beard before reaching for the shaving cream. Fade to black: Announcer: No playoff beard is forever. Gillette (or Schick): Proud sponsor of the NHL. Logo flash. END/
OH! Or maybe this: Montage of NHL players’ less-than-awesome beards (I’m looking at you, Patrick Kane of the Chicago Blackhawks). Then a regular normal person with a terrible patchy beard at the kitchen table with his wife and kids, who clearly are befuddled by his “beard.” He sips his juice or coffee and says: What? Cut to black. Announcer: Not everyone needs a playoff beard. Gillette (or Schick): Proud sponsor of the NHL and playoff beards, even the bad ones. Logo flash. END/
Holy shit, everyone, I’m like the Don Draper of shaving-products advertising. I need a scotch.
Just the other day, I was singing the praises of the clever wordplay Jagermeister unleashed in its new ad campaign, and it was so inspiring that I decided to pay more attention to the good things in life and initiate a regular Words Used Well feature here at the personal blog.
But now I see that Jagermeister’s ad campaign includes this horrible thing:
So nevermind. For the We Hours was subtle and clever. But Chillinois is terrible. It’s too easy, and like Jagermeister itself, it’s just a little too much. A little obvious. Reminds me of all the bad Tiger Woods headlines I’ve seen in the world (Tiger Claws Back to Win Something) or the awful Barktober Sales Events at pet stores every fall.
It’s a good lesson, though: It’s hard to use words well. Noted, Jagermeister. Noted. Luckily, this ad is limited to only this state and maybe Chillaska!
And again, Jagermeister lured me in, then disappointed me. This time, though, no hangover and no story I need to make up about where I’ve been all night or why I’m wearing a prom dress.
I don’t drink Jagermeister anymore, mostly because nothing good ever happened to me when I was drinking Jagermeister. And also because I’m not 20 years old.
But I saw a great Jagermeister ad the other day on a taxi sign: A festive scene with the words For the we hours.
Nice. And while it didn’t make me want to take a shot, I appreciated the wordplay, and it made my morning commute slightly less tedious.
It occurred to me, too, that as a copy editor, it’s possible that I can be a little too critical. We notice things that are wrong or terrible (I’m looking at you, Chevy and your awful Malibooya ad), and we point them out probably far too often than we need to.
So I want to start acknowledging Words Used Well, an appreciation for the sublime moments in our language instead of the constant snark about its misuse. I hope to pay attention and notice the good things more.
UPDATE! I found the Jagermeister ad on an El platform.