Last but not least: The Man in the Pink Tutu
American photographer Bob Carey gave his wife, who was battling cancer, photos of himself dancing in a pink tutu. Deutsche Telekom is now using this emotional story for its branding campaign.
After his wife was diagnosed with cancer, «a kind of therapy kicked in» for him, the photographer said in the making-of feature for the commercial: «I grabbed a tutu, went outside, and took photos.» These pictures help not only Bob himself, but also his wife, Linda. She takes them with her to her treatments because the man dancing in a tutu makes her laugh. It’s easy to see why. It’s a bit absurd, but the whole thing looks funny—especially when it’s your own husband in the tutu.
It’s a little harder to understand why Bob posted these videos on YouTube and later made them available for Telekom’s campaign. «Special stories become bigger when you share them»—that’s the message of the Telekom campaign. For their part, Bob and Linda will likely receive money in return for their «The Tutu Project» and the associated «Carey Foundation,» which supports women with breast cancer. Last but not least, Bob somehow looks as if he’s enjoying having discovered public tutu dancing for himself. (sis)
