Errol Morris fires up his famed Interrotron interviewing machine (which he used for the Apple "Switchers" campaign and some pro-Obama election ads, among other efforts) for this JWT work promoting the new gender-specific Depend adult undergarments. The technique is usually effective, but here the questions posed, designed to highlight the differences between men and women (e.g., "Who are better drivers?"), are so shopworn that the spots end up feeling tiresome. The marketing campaign is supposedly the largest in the history of the Kimberly-Clark brand, and Morris's involvement speaks to the emphasis on presenting Depend users as plainspoken, everyday folks. Unfortunately, there's no Ellen Feiss character to liven things up.
—Posted by Tim Nudd
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