Last month, we posted on 72andSunny’s irreverent take on men becoming mentors, best embodied by the tagline “F*ck off, I’m helping.”
Today, Barton F. Graf 9000 gave us the polar opposite of that effort in the second of three campaigns created in partnership with Esquire magazine, also known as the “must-read” glossy for ad creatives everywhere. It’s a very different, very serious effort.
Two names come to mind: Errol Morris and Philip Glass.
Fairly dramatic departure from the agency’s most recent work, no?