Just Asking

We asked industry executives which brands would benefit from a touch of controversy.

If there ever were a time to strike while the iron is hot, it would be now. Mr. Clean should hire the newly shorn Britney Spears and make her the younger, hipper Mrs. Clean (or would that be “Ms. Clean” now that she’s divorcing K-Fed?). —Tommy Troncoso, copywriter, BBDO, New York

AOL. Remember when AIM was the poster child for parents’ angst about teens and the Internet? MySpace has come along and siphoned away all of that attention—and hence AIM’s pop culture relevance. AOL needs a spot with Britney Spears using AIM to get her latest BFF (best friend forever) Paris Hilton to come break her out of rehab. AOL. Now That’s Hot! —Will Griffin, CEO, H20, New York

Depends adult diapers should get astronaut Lisa Nowak as a spokesperson. The angle? Depends offers more miles to the gallon than any leading brand so you go farther, stay drier. —Patrick Scullin, managing partner, creative, Ames Scullin O’Haire, Atlanta

Chevy’s “American Revolution” could stop pulling punches and tell us who we’re revolting against. Name names. Leverage domestic fear of globalization by taking a populist stand that means business. I knew Alexander Hamilton. And John Cougar Mellencamp is no Alexander Hamilton. —Gary Resch, associate creative director, DraftFCB, New York

[Ford’s] campaign talks about bold moves. It might not be bad if they actually made one. For instance, they could announce that by 2018 they would make an automobile that wouldn’t get 100 miles to the gallon. —John Berg, president, Taxi, New York

It would be great if the Broccoli Growers of Amer-ica could benefit from a racy campaign. Sexing up the image of broccoli is long over due. —Vlad Edelman, CEO, Soapbox Mobile, Carlsbad, Calif.



Gateway or Dell. You never hear about them. Is Gateway still even around? I think they could use some controversy. —John Konkel, regional divisional marketing manager, premium team, General Motors, Somers, N.Y.