Does This Comforting Bob's Big Boy Campaign Cross the Line?
By: Marissa Brassfield
Published: August 5, 2011

A new comforting Bob's Big Boy campaign posted by Mindy Benner, an art director at TBWA Chiat Day, is making the Internet rounds this afternoon. The 360-degree campaign features an iPhone app that dishes daily affirmations, a Bob's Big Boy Snuggie and targeted billboards, bus stop ads and posters.
As far as we know, this campaign is just a concept, and its images are just meant as examples of targeted locations, but a few images are raising eyebrows. One, a poster located in a dressing room, features copy that says, "Don't worry, no one looks good in fluorescent lighting." Another is a bus stop ad located outside of a Planned Parenthood with copy that says, "Don't worry, I have a secret too, but it's in my special sauce." Benner credits Suzanne Sherwood as the copywriter.
This conceptual Bob's Big Boy campaign is meant to channel feelings of comfort, warmth and love. While the Snuggie and affirmation-focused iPhone app clearly achieve this, do you think the outdoor ads miss the mark? See the link below for more images from the campaign.

Comments:
mindy
August 6, 2011

Hi I'm the art director on this campaign and this is my advertising student portfolio from Art Center College of Design. This is spec work that was never intended to be real - and this is not affiliated in any way shape or form with TBWA Chiat Day. Just silly student work.