The ads feature the late Nirvana front man and Sex Pistols bassist Sid Vicious wearing the iconic footwear in heaven whilst sitting on a cloud. They are all over the internet.
It’s kind of depressing how bad they are. It almost feels as if the agency knew the ads were terrible, insulting pieces of junk, but did them anyway as it knew it would whip up a storm. This, however, rewards the agency with too much foresight.Kate Stanners, executive creative director at Saatchi & Saatchi says that it is the agency's "belief that they are respectful of both the musicians and the Dr Martens brand".On which planet Kate? They are so tacky that they make good tack look bad. Ask yourself this, could you imagine Cobain ever agreeing to something like this?
If I were the Dr Martens client I might have been tempted to sack the agency as well, particularly as David Suddens, chief executive of Airwear, says that "Dr Martens did not commission the work".This probably means they were created by Saatchis so it could enter them into some awards, which is why the ad was tucked away in a music magazine called Fact that few have heard of and most will never see. Stanners admits as much when she says that "we are investigating the circumstances and considering the ongoing employment of the individual who was in breach of instructions not to distribute the ads further than the original approved placement in Fact Magazine in the UK".Approved for one placement? That'll be agencies craving awards.
Oh well, I suppose its hard to find, oh well, whatever, nevermind.
Gordon Macmillan
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