Thursday, March 11, 2010

manly men, girly girls

Ten years ago (wow...I can recount in decades now, like a real adult) I worked as a counsellor at a summer camp. Amid the slew of in-jokes, camp names and code words we coined a term known as "Fluffy kat" which we knew to mean a flirty girl. Cat spelled with a "k" because it seemed...flirtier. We had matching T-shirts commissioned in Huntsville: red lettering on white cotton. Tight fitting, of course. I'm sure someone still has a photographic evidence.

What reminded me of the Fluffy Kat phenomenon today was none other than the new spring/summer ad campaign from French Connection. The print ads are here, here, and here. The commercials (directed as mini French movies) are here. A co-worker's quote: "I just want to eat them like little French...macaroons."

Since I've been on a gender kick recently, these ads made me realize what I love about advertising and art. French Connection reveals just enough of a stereotype (the French-accented narration doesn't hurt either...who is to argue with the French?) that both sexes feel honourably and wryly represented.

The two sides are not competing, not arguing, not vying for power, but rather mirroring the other like flip sides of a coin. Equal, but different.

Also, this campaign makes me want to go to Paris in a way I have never before encountered.

1 comment:

Andrew G said...