Effective if brutally pessimistic campaign from Ogilvy for bitters brand
When you watch Mad Men you are struck not just by the suits and the sexism but also by the happy-go-lucky approach to the actual ads they produce. It’s relentlessly shiny and upbeat full of promises about how your life WILL improve if you drive/smoke/drink what they tell you. Fast forward half a century and Don Draper would be aghast at this new campaign for Fernet-Branca bitters by Ogilvy. Rather than gloss over the life’s frustrations it revels in them and it’s massively effective in highlighting that contrary to what ad-land might have you believe, things are not always brilliant. A very good example of this kind of thing.
Ogilvy Dk for Fernet-Branca
Ogilvy Dk for Fernet-Branca
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.
