12.16.2009

Sometimes advertising concepts are unusual.....


Men: An Owner's Manual.


A while ago I was asked to shoot an ad concept for a cooperative ad bound for national newspaper insertion.  The client was Bookstop Bookstores, the first "category killer" giant bookstore chain.  The ad was to promote a book called, "Men, An Owner's Manual".

The agency creative team was fun and cynical and willing to take risks.  Lots of risks.  And so was the client, for that matter.  With tongue firmly planted in cheek the agency comped up a layout that pretty much matches the above photo and flew it past the client's marketing team with zero friction.

We convinced a new hotel in town to "loan" us a room, booked a couple of models and headed over for an afternoon of insouciance.  Mild room service.  No fiscal damage.

This is hardly high art.  Shot with a Leica M4 with an old chrome 35mm Summicron and some 100 iso black and white film.  Hand processed.  Printed on fiber paper.  Old school.  Two old strobes, probably Normans.

Just found in a stack of ad stuff.  It's not in a book.  It's just here.