GUN OIL spends 60 seconds showing the lonely, pining husband, pacing waiting and pining. Did we mention pining? He stares longingly out the window, he smell-hugs the pillow in bed, he pines. The voice-over tells us about the waiting and missing and finally... finally he's home. The soldier husband and pining husband embrace, we've come a long way from "don't ask don't tell" baby, these days lubricants are targeted to those special couples who want to schtoop each other military style. What?

Yes. It's a lubricant. Sold with a sappy love story. I'm sure Gun Oil is counting on people spreading this film far and wide (no puns intended), as it checks all the boxes.

Client: Gun Oil

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Leave a comment