Shoes Two ads that want the same thing: Sell shoes. A feast for the eyes is the Pittarello model (not to be confused with one from the Pirelli calendar). Pittarello has shoes spilling out of every end. Even the laced shoe is squeezing, but its wearer doesn't let on, after all, seduction has its price. In this case 59 euros. The Diesel ad, which deserves special attention, is also priceless. After all, it also features the most women - or rather their lower end. Two questions: the first is of a very pragmatic nature and concerns the realization of such a subject. Where have the rest of the women gone? Are they lying folded back, or are they actually so artistically inclined that they all have space and balance stacked on top of each other? Careful with the reenactment. The second question is about the subject's statement. Should we consider which boots we like best, or that a Diesel wearer can wing women three ways? Whatever the case, it's actually a pity that you can't see his head - and the main thing is that the shoes fit. (ck)

Cosmetics First things first: this advertisement comes from an American men's lifestyle magazine, and it's not just in Hollywood that the Americans are way ahead of us Europeans in some respects. Women's emancipation also seems to be light years away in its development. As the saying goes: Reduce to the max or A look is worth a thousand words. I'm assuming that the reclining Eve hasn't already had too much wine and that her perception is still 100% functional. If this is the case, I need something more potent than wine to digest the ad, because a man mutilated in this way - and then naked (I wonder what's behind the mini foot?), and then from the USA, is too much of a good thing. Better a naked blonde on the hood. (ck)

Andreas Panzeri on the trick of attracting attention with simplicityThe city of Zurich is launching an image campaign to counter the stereotype of the lonely, frail and dependent old person with the self-confident, cheerful old person. The subjects with portrait photos of senior citizens seek attention with headlines such as "Who knows more about men than a 96-year-old?" or "Who knows more about sex than a 93-year-old?". In a paper presenting this campaign, the agency Matter & Partner also headlined "Who knows more about old people than Matter & Partner?".
The headlines sound good. But is it really true what the advertisers on behalf of Zurich City Council want us to believe?
The senior citizen consented to her statement, although she herself does not believe she knows more about sex than young people, according to the agency.
In fact, it can be assumed: A real 93-year-old doesn't know why her pubescent grandson doesn't mind being bombarded by a plethora of pop-ups every time he opens a seductive spam. She has no idea why her daughter went against her will to the swingers' club and sat in the hot tub with her husband and a stranger at the same time. She may suspect that her son is taking Viagra, but she doesn't really want to know. Nevertheless, the city poster reads: "Who knows more about sex than a 93-year-old?".
Advertisers usually excuse such headlines with the order. After all, Sloggy has to be sold. But old people? Nobody wants to buy them anymore. So why is the city council still so sexy as a client? Wouldn't it be up to such an authoritative body to look for other signals for its attention?
Why wasn't the mature pensioner allowed to formulate a headline herself? Maybe she knows English and knows that headlines have something to do with the head.
But perhaps the city council is right. Or would you have read this editorial if the title had read "Honor old age" instead of "Sex sells" in a politically correct way?
> Andreas Panzeri, Editor