Student work that makes the blog rounds is very telling. On the one hand, it shows us what the next generation of creatives has to offer. On the other hand, student (and often junior) work tends to be an exaggerated reflection of what these impressionable young adpeople think is great.
This Maxim/Humane Society CSR spec from Miami Ad School, Brooklyn, is a prime example.
It's a digital campaign that asks men what type of woman they want to hook up with, and suggests a breed of dog to adopt to attract her. It also provides stereotype-specific pickup lines.
So, what are we teaching today's ad students?
Well, "sex sells" is a given. But wait! There's more:
Lesson One: It's okay to sexually objectify women as long as it's for a cause
Thank PETA for that one.
Lesson Two: Porn is reality
Is any Maxim reader going to meet women like this? No, because they do not exist. They are stereotypes ripped from the hand of a Letters to Penthouse reader, as portrayed by surgically and digitally enhanced models. Hey, look! The smart girl has glasses! (Don't worry, she's taking them off.) Note that most of them are white, and "Latina Princess" has no personality beyond her exotic ethnicity.
Lesson Three: Bitches are disposable commodities
What a great idea. Imagine if you could borrow a dog just long enough to attract a girl like this, just long enough to bed her. Then you can go back next week and get a chihuahua and maybe bang the Latin girl! Because attracting non-committed pet owners is what the Humane Society is all about. And tricking women into sex is what being a man is all about, big guy!
Lesson Four: You can insult people all you want, as long as it's a joke
If someone questions the appropriateness of your campaign, "Get the sand out of your vagina!" is a proper response. If the critic is a woman, this both reminds her that she is defined by her sexual parts, and outs her as a humourless prude. If the critic is male, it implies he is no man at all (and is probably gay) because he refused to fist bump a bro for putting the hos in their place. Also, he is probably gay.
Lesson Five: To get ahead in advertising, think like a man (with your penis)
If you have already seen this campaign (in I Believe in Advertising or elsewhere) you probably skipped straight to the comments to tell me what an idiot I am. The credits, you see, are "Art Director: Jennine Punzone
Copywriters: Jaclyn Shelton, Kaley Coon".
Young women. Trying to impress middle aged creative directors by selling out their own dignity.
They'll go far.