Ask a woman what she does to prepare for a date and get ready to listen to a litany that would rival a tactical offensive. Ask a man and he may just reply, “Show up”. But men, now there’s an app for that.
The media world was atwitter this week over a controversial iPhone application that helps men ahem, prepare for a date. Titled appropriately enough in guy/sports speak, “Amp Up Before You Score”, the app offers strategies, pick up lines, and a scorecard for success in dating different stereotypical women. To wit, you needn’t worry about choosing a restaurant for a “dancer” as they don’t eat; to pick up a cougar, simply say, “Predator, meet your prey.” Uh-huh, that should work. AdAge, Brandweek, BrandChannel and others all covered the controversy of what many considered an application “inappropriate in its objectification of women”. Pepsi, who markets the Amp brand apologized, even creating the Twitter hashtag #pepsifail, putting the flap firmly into the social media forum for people to vent. Some feel the apology was disingenuous however as the app has not been pulled. As they say, all press is good press.
Other weird but true news was the firing of a 5’ 10”, 120 lb model for being “overweight”. Filippa Hamilton, a stunning 23 year-old who modeled for Ralph Lauren for 8 years was summarily dismissed when she “failed to fit into the clothes she was to model”. She is a size four. Just prior to the firing, her emaciated (retouched) body appeared in an ad for which Ralph Lauren apologized.
Making no apologies is the designer, Karl Lagerfeld who in addressing those who complain about stick-thin models said that “No one wants to look at fat women.” It should be noted that Mr. K is himself, formerly full-figured. Oddly, at least one German publication will ban the practice of hiring professional models as they must retouch their photos to make them appear “fatter” to stem the controversy. They will now hire “healthy” models. Score! Another designer, Christian Louboutin – who creates insanely high heels that anyone over 5’ 6” cannot wear in all good conscience – has proclaimed that Barbie has cankles. Barbie, the doll whose proportions do not naturally occur in human form. Apparently, Mr. L has designed 3 new Barbies for the youngest foot fetish set; complete with slimmer ankles and his signature stilettos, the better with which to twist them.
All this gender business has people bent out of shape. Maybe they could use a drink? If so, they might be interested in the brandless branding approach taken by Absolut vodka. The famous bottle is going label-less in a new campaign against sexual prejudice. No label, no logo, just the firm indication that it’s what’s inside that counts. Refreshing, in more ways than one.
P.S. After I wrote this post, Pepsi discontinued the Amp app.
