DUDE WIPES: “DON’T MAKE HER ASK” (Spec TV Spots)
CONCEPT:
How do you market an explicitly gendered product outside the target gender without damaging the brand? Or, more specifically, how do you sell Dude Wipes (i.e. baby wipes, but FOR MEN) to women without sacrificing Dude Cred? My solution is a tandem campaign, targeting men and women with two versions of the same ad spot. The only difference is in the V/O track, keeping production costs low.
| VIDEO | AUDIO (For him) | AUDIO (For her) |
|---|---|---|
| Boyfriend (early 20s; any race; attractive, but scruffy around the edges) picks up Girlfriend (early 20s, any race, attractive, done up for date night) in his old Honda Civic. He brushes the clutter off the passenger seat to make room for her. |
||
| She gets in and grimaces a bit at the smell. He’s oblivious. | ANNCR (male): "She puts up with a lot, you know." | ANNCR (female): "He really does try." |
| He leans in to kiss her. She offers him a stick of gum. | ||
| Cut to later at a movie theater. They’re watching a horror movie. He’s scarfing buttered popcorn from a huge bucket. | ANNCR: "Sure, you'd do anything for her, and yeah, she knows that..." | ANNCR: "Could he do better? Absolutely." |
| Close on his extremely greasy hands as he reaches over to put his hand on her thigh. She intercepts him with a napkin. | ANNCR: "...but let's just say, she picks her battles." | ANNCR: "But he's getting there." |
| Cut to Boyfriend’s car, now parked at a scenic outlook after the movie. | ANNCR: "You may not always know what she wants..." | ANNCR: "Sometimes all it takes is a little help." |
| They stand outside the car, making out. They stop for a sec and share a look: “you wanna?” “Do I ever!” | ||
| Boyfriend opens the back door to the car and gestures “ladies first”. She gestures back: “hold on.” | ANNCR: "But when you do?" | ANNCR: "Exhausting? Yeah." |
| Girlfriend smiles, reaches into her purse, and pulls out a travel-pack of Dude Wipes. She turns to offer him one. REVERSE ANGLE to reveal: he has his own pack, and he's taking one out. |
ANNCR: "Don't make her ask." | ANNCR: "Until it's not." |
| Cut to moments later. The car windows are completely steamed up, so we can’t see them getting it on in the back seat. | ||
| Girlfriend uses a Dude Wipe to clear a tiny area of the window - just enough for us to see her giving us a little wink before getting back to business. SUPER: Dude Wipes Logo |
ANNCR: "Dude Wipes. Don't make her ask." | ANNCR: "Dude Wipes. For both of you." |
