Last year, an innovative Australian campaign imagined a human being evolutionarily selected for surviving a car crash. Clemenger BBDO’s “Meet Graham” had a thick skull and reinforced ribs to protect against high-velocity impacts. His hideous countenance was just a side effect of Darwinian pressures.
It swept the awards circuit, rivaling even the mighty “Fearless Girl” for industry mentions and trophies. But the true measure of success is parody. Enter Aussie agency Cummins & Partners, which has created its own hyper-resilient humanoid, but designed for a very different kind of ordeal.
“Grant” has a body specifically designed to endure the rigors of a career in advertising. He has ears that can “filter out conflicting opinions,” thick skin, an extra liver for stress drinking and “smaller than average genitals” to fuel that chip on his shoulder. A removable spine helps when dealing with clients. Also, he’s a white guy.
The spoof includes less-than-impressive numbers for reach and earned media for the “campaign,” concluding that copycats can’t live up to the original.
“Meet Grant” is directed by Thirteen & Co's Armand de Saint-Salvy and is part of the promotion for The Melbourne Advertising and Design Club’s Stars Creative Showcase, an Australian awards show being held early next month.