MEN'S HEALTH MAGAZINE: FASHION VICTIM

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Released:	September 2007
Advertiser:	TOUCHLINE MEDIA
Brand name:	MEN'S HEALTH MAGAZINE
Agency:	DRAFTFCB CAPE TOWN
Country:	South Africa
Category:	Publications & media

Credits:

Advertising Agency: DRAFTFCB CAPE TOWN, SOUTH AFRICA, Cape Town
Executive Creative Director: Francois De Villiers
Creative Director: Schalk van der Merwe
Scriptwriter: André de Wet/Declan Sharp
Agency Producer: Vanessa Parkin
Account Supervisor: Tiaan van der Spuy
Sound Engineer: Graham Merril


Script in English
MVO: It started in my teens. A friend introduced me to it at a party, and everyone was doing it, it seemed really cool.
I was curious and lonely, and after my first encounter with mesh fabric, I knew I was hooked.
It wasn’t long before I started to crave more, you know, run with the wrong crowd, feel like I was a part of something.
And I began experimenting with harder stuff: lace-up cheesecloth shirts, cartoon character ties, patch leather jackets.
Derek I mean, I knew, uh, I was wearing underwear printed with phrases like 'Horny lil Devil'on them.

ANN: It’s easy to turn your back on bad fashion. Catch up on the latest trends in our Summer Style Guide, free with the October edition. On sale now.
Men’s Health. The magazine men live by.
Brief Explanation
Brief: Promote Men’s Health Magazine’s Summer Style Guide supplement. As MH’s readers generally keep up with the latest trends, the aim was to persuade men with little or no fashion sense to purchase the issue in order to see how easy it is to dress better.

Solution: A self-confessed fashion disaster gives us his testimony. But because he’s so ashamed of his lack of dress sense, he’s chosen to have his voice disguised (in much the same way as criminals voices are disguised). This effectively proved to be a unique way of cutting through the usual clutter on radio.