So I’ve written about MAC Cosmetics in the past … and whilst some of these posts have taking the piss … I’ve always had a soft spot for the brand because they have a fresher, cheekier approach to the often self-important, uber-serious tone of the fashion and beauty industry.
However I have say I think they’ve lost their way and adopted the ‘shock at all costs’ strategy, best favoured by creatives who like executions rather than ideas.
Before that comment gets anyone’s panties in a twist, I am not saying communication should blend in with its surroundings – far from it – I am just saying that in the commercial communication/strategy industry, you need to have a purpose to what you’re producing or you’ll find yourself without a job/company before too long.
And before someone say’s I’m advocating the sort of ads produced by Colgate on an almost hourly basis, I would point out that the best work I’ve ever had something to do with [even if it was just bringing in a cup of tea at a pertinent moment] always had a well crafted, pragmatic strategy/idea at the heart of it – be it Tango, Supernoodles, Mini or Schweppes – because in my industry, I believe creativity has to be linked to effectiveness or it’s another reason why clients won’t want to deal with you.
Anyway enough of all that, the reason I’m writing this post is because MAC have chosen a brand ambassador that just doesn’t work.
I know I’m a 38 year old man who has never worn makeup in his life [that’s my story and I’m sticking with it] but as much as I thought their ‘Barbie’ campaign was madness, this just reaches new levels – or should I say depths.
Yep, Dame Edna Everidge!
Fuck me, what were they thinking?
Putting aside the fact she/he is about as relevant today as Button Moon [look it up] … even with the glam and bling culture that permeates too much of society, no girl [or flamboyant homosexual] wants to look like a 75 year old Australian man in drag.
ESPECIALLY IN MAINSTREAM ASIA!!!
You might [just might] get away with RuPaul… but Dame Edna Everidge?
I’d love to know what photos Barry Humphries agent must have on the Marketing/Account Director of MAC and their agency – they must be dynamite to get this campaign off the ground.
More proof of global campaigns created and executed by people who haven’t gone further than their toilet.
Anyway, because I am still gutted we didn’t win the MAC pitch we went for a few years ago, I am seizing the ‘fuck up fairy’ strategy that MAC seem to be going full steam ahead with and creating a new campaign with a new ambassador in a bid to win the business that I still feel should really be with us so with that, I present you the cynic/MAC campaign …
Call me Guillaume – Global Marketing Director of MAC – you should have my number unless you’ve been sacked and replaced by your uber-conservative L’Oreal paymasters!