When New Brands Come With Pre-Established Opinions

Dennis Ryan, Chicago Advertising, Element 79By now, the media narrative surrounding Jennifer Aniston is deeply ingrained.  She’s the sad pretty girl, the jilted wife, the woman who can’t seem to move on after the break-up.  It’s an easy story to grasp and so it’s accepted as truth, whether or not it is.

With that in mind, this perfume ad jarred me out of my commuting stupor when I passed through La Guardia airport earlier today.  Jennifer Aniston perfume?  Really?  So that would smell like what, tears?  Bitterness?  Regret?  The bottle looks nice but the name just seems like a bad idea.

Then again, I can’t think of a single person I would actually want to smell like.  I’m an unabashed Abraham Lincoln admirer, but I can’t begin to imagine what notes the logsplitter might lend to a cologne.

Some things are better left abstract.  And unnamed.

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By Dennis Ryan, CCO, Element 79

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