At last, the passive-aggressive among us can get out of bad relationships as easily as normal people: Have Shannen Doherty do it on “Breaking Up With Shannen
Doherty,” a new reality show on the Oxygen cable network.
To promote the reality show, agency Toy offered heart-breaking tools. Vendor MaxRacks distributed
breakup postcards: Simply check off your lover’s flaws and toss in the mailbox. Wild postings in New York enticed passersby to enter a sweetheart’s name, pen a few stinging lines, and
presto — the relationship’s over.
A billboard featuring a formerly happy couple was spiked with giant pink darts. In a radio spot, a mom delivered a message
to her son from his girlfriend: “Women have needs, darling.” The campaign included online banners that read, “Girls, tell your girlfriends. Guys, warn your friends.” They ran
online on AOL, Netflix, Gawker, Defamer, and People.
advertisement
advertisement