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PICK OF THE WEEK: Brawny Academy

By Published on .

Smooth E 'Love Story'
Smooth E 'Love Story'
It's difficult to see past the blinding excellence of the Smooth E serial this week. This ridiculously compelling demonstration of what advertising is supposed to be doing these days, however, shouldn't technically be eligible for spot of the week in that it's an older piece of work that recently took top prize at the Asia Pacific AdFest. But Lordy, we just felt the need to call attention to it again.

Brawny 'Brawny Academy Intro'
Brawny 'Brawny Academy Intro'
Our real pick of the week, then, is Brawny. With this selection, we're calling out an overall idea-—a reality series based on a Brawny Academy for stumblebum husbands and its supporting campaign-—as much as a commercial, or any other singular element of that campaign. This week's post is a launch spot to herald an eight episode online show in which a group of regular guys are schooled in the masculine arts all under the banner of Brawny and under the guidance of an all new Brawny Man. While we've only seen clips of the shows themselves, and while we're loathe to appear to endorse reality shows as a concept, the idea behind the show is solid and serves the brand well. The collaboration between Fallon, veteran reality show producers the Feists and Biscuit's Tim Godsall yielded a high-quality piece of content that will actually yield results for all involved-—not least the hapless male Academy subjects who, according to producers blossomed under the tutelage of a multi-talented Brawny Man (read about the campaign in the June issue of Creativity).
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