Saturday, March 11, 2006
Unforgivable - the cologne for the cold and lifeless.
The graphic above is from a Younkers™ ad flyer - it's a promo piece for "Sean John's" new cologne, "Unforgivable."
Ya'know, if Mr. John walked into my office with the burning desire to create a personal fragrance, I would have...
A. ...suggested a different name than a name that represents the final judgement before being cast into an eternity of horror.
B. ...chosen a different photo than the one that looks like I'm snuggling down with a bunch of dismembered women.
C. ...told the woman in the upper left to cop a different vibe than the "I'm gonna cut you!"-thing she's got goin' on.
D. ...suggested he not try to spell "Orgy" with the lame-ass art direction (come on, ad people - it's funny in the conference room, but it just makes us all look stupid in the next industry-expose-d'jour book).
AND THE GRAND FINALE...
E. ...suggested any quote other than, "LIFE WITHOUT PASSION IS UNFORGIVABLE."
According to Mr. John, a dispassionate life of boredom is the heart of his cologne.
That's right - "Life without passion" is about his cologne, Unforgivable.
I've butchered my share of words in my career, but I haven't yet tried to kill a product with its own slogan.
Maybe...maybe I'm being a little harsh.
On second glance, look at Mr. John's face. Surrounded by what appear to be gorgeous half-naked women...he looks rather, well...passionless.
Maybe he's just being honest.
And honesty in advertising? That's forgivable.