Mullen Breathes New Life Into More Mature Oxygen

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With Oxygen Media advancing into adolescence, Mullen has discarded the maternity ward imagery of its original campaign in favor of a more adult approach, grounded in irony and the reversal of stereotypes.

The new work, which began airing last week, incorporates mock beauty pageant footage and introduces the tagline, “Fresh media for women.”

“Pageants portray a one-dimensional view of women,” said Mullen creative director Tim Roper. “Over the years, they’ve progressed, but that one-dimensionality is the antithesis of what Oxygen wants to communicate.”

Roper added that pageants, with their reinforcement of negative gender stereotypes, provided the perfect forum for ironic commentary.

The spots also underscore Oxygen’s commitment to a range of programming that includes talk shows, films and sporting events that appeal to a broad range of women.

Television executions open with a smiling faux-1940’s-era beauty contestant answering the perennial question: What would she do to make the world a better place? Her hesitant response...









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