New York's Museum of Sex, which has previously distinguished itself with its Pentagram logo and its Lowe print ads, has gone to the small screen via Lowe, most notably on Bravo's Queer Eye for the Straight Guy. The spots contrast people looking at art in a museum with people looking at sex in a museum, and much hay is made of the standard "I can do that" approach of the typical doesn't-get-it art consumer. But the spots are not sexy per se. "We wanted to make sure the ads didn't make this the Hooters of the museum world," says writer Lisa Rettig-Falcone. "So we chose to appeal to people's imagination, which is arguably a lot sexier."
Client: Museum of Sex Agency: Lowe/New York CCO: Gary Goldsmith ECD: Dean Hacohen AD: Earl Cavanah CW: Lisa Rettig-Falcone Agency Producer: Dominic Ferro Director: Dan Minahan Editor: Sari Resnick/Final Cut Music: Kari Steinert/Big Foote Music