X-Ray director Russell Bates has produced an elaborate parody campaign for Gold Bond powder that takes those excruciating "How I itch" testimonials to new extremes of discomfort. Lines like, "It's a mayonnaisey type thing" and "You know the runoff from cole slaw?" barely scratch the surface of this largely improvised, dead-on spoof. According to Bates, he was working on spec spot ideas with some creative buddies at Kansas City's Sullivan Higdon & Sink. "We got to talking about product advertising for embarrassing personal conditions, and how it's always either bland and boring, or cloying and coy. We wanted to write some spots that were real and funny, which featured people talking honestly. Too honestly."
Client: Gold Bond (spec) AD: Paul Diamond CWs: John January, Tug McTighe, Russell Bates Director/Editor: Russell Bates/X-Ray Film