Wednesday, October 12, 2011
9395: Dr Pepper Is Offensive—Only To Creativity.
Wanted to briefly comment on the Dr Pepper Ten campaign and its alleged sexist insensitivity.
Sorry, but the critics are overreacting. Dr Pepper is not presenting cultural cluelessness like the Summer’s Eve “Hail to the V” campaign from The Richards Group or the “Got PMS?” milk campaign from Goodby Silverstein & Partners. And you really can’t claim the tagline—“It’s Not For Women”—is related to the blatant sexism displayed by Donny Deutsch, whose L.A. agency is responsible for the new campaign. Hell, Dr Pepper doesn’t even come close to matching the violations rampant in the Miller Lite “Man Up” garbage. No, this campaign is merely trying too hard to target a male audience. And its stupidity will likely dissuade men and women from drinking the product.
If Dr Pepper does indeed offend, it’s a result of clichéd writing, clumsy casting and contrived execution. The shit is insulting because of the creators’ utter lack of talent versus their lack of cultural competence.