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Manly Ads Are The Rage With Miami Ad Agency

The advertising executives who run the very hot ad agency Crispin Porter + Bogusky in Miami are all men, as anyone can see on the current cover of Business Week magazine, where they all appear in a photo labeling them “The Craziest Ad Guys in America.”  Judging from their most recent work, the operative word in that description is “Guys.”  Two high-profile campaigns the agency has developed, one for Miller Brewing and the other for Burger King, revolve around decidedly male themes. The Miller ads are themed “Man Laws” and feature men discussing such deep topics as how long should a man wait to date his friend's ex-girlfriend, whether wireless headsets make people look crazy, and wondering if the high-five is still cool. The campaign features celebrities like retired NFL star Jerome Bettis, actor Burt Reynolds and comedian Eddie Griffin. The Burger King ad begins with a man leaving his girlfriend alone in a restaurant after the waiter serves him a plate with a few pieces of ornamental food. The commercial then shows other men, doing manly things like pushing a truck off an overpass, pulling a truck with a harness and punching each other, all while singing the "Manthem," the words of which are, "I am starving. I am incorrigible. I am man." "This type of advertising is almost reality advertising in that it comes closer to reflecting the way many Americans view the world, as opposed to a stodgier or filtered approach," said John Barker, president of DZP Marketing Communications in New York. "At the same time, it's careful not to cross the line and never meant to offend."

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