Gorillas now required in every ad campaign

What to make of this admittedly arresting new U.S. Cellular print ad from Publicis & Hal Riney? We have some guy—we’ll hope it’s a guy—in an ape mask and furry-hand gloves. The headline reads: “Don’t be afraid to be that friend.” Since I usually am that friend, I should probably take offense. Riney CCO Roger Camp tells Adweek: “We want to convey the heart and soul of the brand without going ha-ha funny.” For better or worse, mission accomplished. Now, if you’ll excuse me, I’ve got some calls to make and some drumming to do. “I can feel it, coming in the air tonight …”

—Posted by David Gianatasio