Improve your marriage with a little hatred | Adweek
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Improve your marriage with a little hatred

Ihhsm_2 IHateHimSoMuch.com doesn't pull any punches when it comes to marriage. There's an interactive groom “voodoo doll” on the site and the suggestion “Stick him where he deserves it,” along with several banners showing wives who appear to be at wit’s end. There’s also this video clip, suggesting the trouble often begins during the wedding-planning phase. (The actor looks like Chip Esten, who used to be on Whose Line Is It Anyway, but this guy’s a more limited performer.) Believe it or not, the campaign is actually a healthy-marriage initiative from the Tampa Bay area, created by Salter > Mitchell / Marketing for Change. The agency explains: “Marriages are frequently not well planned, not well executed, and subsequently discarded. Here’s where women are—angry. This site empathizes with that reality, lets them play with that feeling a bit, and then offers tips and, for the inspired, a path to a lot more help.” The whole enterprise suggests that women are raging harpies (and poor planners out of touch with reality!) who like to “stick it” to the long-suffering men in their lives. Why don’t all you married guys run that insight past your wives the next time you hit a rough patch. I’m sure it’ll smooth things over.

—Posted by David Gianatasio

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