Adweek's Man About Town was careening around Chicago's Gold Coast last week when he was caught short by a giant photo in a Diesel store window of a beau tiful (though frightening) woman. The pale, waxy mannequin/model (the same one as in the print ad shown here) struck M.A.T. as a cross between a terrify ingly realistic blow-up doll and a post-apocalyptic Liv Ullman. What sent him into a rage, however, was the command, in big type, to "Drink urine"—with an elegant crystal glass filled with yellow fluid perched on a podium below.
The display, part of the "Save yourself" campaign, is one in a series purporting to offer advice from ancient beauties on bizarre ways to slow the aging process. (Other tips include "Don't have sex," "Don't move" and "Inhale oxygen.")
By the time M.A.T. returned to the corner of Rush and Walton later that day (angry, but sans mob or torches), the image was gone from two windows, though a smaller poster was inside the front door. When reached for comment, a Diesel market ing honcho was blasé about the public's reaction, though he admitted the ad has met with disapproval around the world.
Should you be curious, you may want to visit the campaign online at www.SaveYourself Forever.com, where it seems to work a little better.