The Product Is You, No. 2

Posted by Rob Walker on June 27, 2007
Posted Under: Advertising,The Product Is You

[The Product Is You is an occasional Murketing series looking at advertising that is aimed at advertisers: Magazines or television networks packaging up their consumers — that is, you, the potential ad target — in ways designed to attract advertisers. Previous installment here.]

I watch Bravo. “Top Chef,” “Project Runway,” sometimes that Kathy Griffin thing, maybe other stuff too. So it’s only fair that the second installment of The Product Is You should take a look at the sequel to the previously mentioned Bravo ad. This one offers up a deconstruction of the typical Bravo-watching man. In other words: This time the product is me.

Like his mate, Bravo Guy greets the world with a blank and empty gaze, toting fresh purchases, his credit cards visibly at the ready for more shopping.

Some details:

A “rock t-shirt” that he “bought online, but he still digs the band.” In other words: He’s a poseur with a Peter Pan complex. (And who apparently doesn’t even have it in him to wear his “rock t-shirt” unless it’s covered up by a borderline-generic button-down.)

The “latest cell phone,” crammed with individuality-boosting ringtones and wallpapers, plus a Bluetooth earpiece that is “part design statement.”

Credit cards “most recently used at the mall for lunch and shopping.” Ah, lunch at the mall. It’s the perfect setting for a Bluetooth design statement. Stop by Hot Topic for some new T’s when you finish those waffle fries, rocker.

A linen blazer: “Learned to ‘make it work’ by watching Project Runway.” Translation: Takes orders from the little flickering images of good-looking people on his TV set. That’s why you’ll love him most of all, advertisers. Get to this bundle of insecurities before his next self-medicating shopping trip. He’s waiting for your help ….

Bottom line: Now you know what I’m really like.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

You know these are not only in Variety, but in the NYC subway, too. Oddly, I’ve seen them not near Madison Ave, but down on Rector Street in the financial district.

#1 
Written By mike d on June 27th, 2007 @ 6:41 pm

There’s really no reason you should drag waffle fries into this, buddy.

#2 
Written By cousin lymon on June 27th, 2007 @ 9:35 pm

Mike d: I do know that these are in some subway stations, because people have told me. (I don’t live in NY.) I’m not surprised, there’s always been a fair amount of advertising in the subway system aimed at “decisionmakers.”

As for you, Cousin Lymon, we’ll settle this at the food court, as soon as you get off work from Orange Julius.

#3 
Written By murketing on June 28th, 2007 @ 7:47 am
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