I've always said celebrity campaigns are dumb. Not only do they usually have no relevance to whatever the client is pedaling, but you always run the risk of something going wrong. Last night was proof of that for American Express when the shit hit the fan big time as Andy Roddick was knocked out of the US Open in the first round by an unseeded player. Having invested several gazillion dollars in a TV campaign featuring Roddick "Looking for his Mojo," you know first thing Wednesday morning the phones were glowing at O&M (AmEx's ad agency) and PMK/HBH (their PR agency) with AmEx marketing flakes trying to save their scrawny necks by getting out of all the TV and print buys. But, guys when you commit to that two week schedule for an event like the Open, there's no way out... You're fucked. America is going to be watching Andy searching for his Mojo for nearly two weeks more, while Andy is going to be watching the event on his TV at home. Why agencies fall into this trap is beyond me. The number one Star Fucking agency in the whole world has to be BBDO, they never came up with a commercial they couldn't put Cindy Crawford or Jason Alexander in... And they all sucked. Yet for some reason BBDO enjoys a reputation as a "creative" agency. I can't wait to throw up reading Phil "You-have-to-be-on-the-Super-Bowl" Dusenberry's upcoming book. This is the guy that drove every creative in the shop nuts with many of them referring to BBDO as the "Bring it Back and Do it Over" agency. Life's too short for that shit. Lets just hope that Tiger and Maria aren't found in any compromising situations, particularly together. Then AmEx will be looking for more than their Mojo!
This is Mojo. I've lost him. If you can help me find him, AmEx will give you a Black Card, and I'll avoid a black eye.