How To Truly Act The Part | Adweek How To Truly Act The Part | Adweek
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How To Truly Act The Part

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The Ad Guy Starter Kit, available online at adguystarterkit.com, is marketed Ronco style with an online commercial demonstrating how pitch abuse ("You call this creative?") can be remedied—not for $1,000, not for $500, not even for $200, but for four easy payments of $24.95. The kit includes a "water-resistant dickie" and "your own soul patch, crafted of the finest Italian beaver hair" (which, as graphics demonstrate, emits "creativity" in four different directions), as well as horn-rim glasses that don't just look sharp but actually cut tomatoes with ease. The makers throw in a certificate of "creatology," a bagel with cream cheese, a coffee-shop club card and a tchotchke desk set. A "Creanus" Best of Show Award goes to the first 50 callers.

The site, which has garnered some 90,000 unique visitors in two weeks, is the brainchild of Young Isaac senior art director Brandon Cox (whose nicknames include "DadaDADADAdada!," "Bud," "B" and "Chollo," according to the Columbus, Ohio, shop's Web site). "It was a great way of demonstrating our viral marketing," says agency president Artie Isaac. "We've gotten wonderful inquiries." In fact, Young Isaac just broke a major viral campaign called "The Cubicle" for Netscape.

Sales of the kits were undisclosed, although Isaac said they've "reached record levels." Isaac said no Ad Gal Starter Kit is imminent. "I think the Ad Guy's kit is unisex," he says. "In this business, there are plenty of very creative women who wear soul patches."