The Onion may not have the budget for a Super Bowl commercial — they don't seemt to have the budget for any commercial — but wouldn't you kill for a client like this? The Martin Agency's Mike Lear no longer has
Published on Apr 07, 2005
The Onion may not have the budget for a Super Bowl commercial — they don't seemt to have the budget for any commercial — but wouldn't you kill for a client like this? The Martin Agency's Mike Lear no longer has to feel homicidal about The Onion, now that his offbeat ad dream has come true. "I'd always wanted to sell this campaign to The Onion," he says. "The paper is the funniest thing in print, so who wouldn't want to be a part of such an amazing brand?" For years, Lear and various colleagues tried to sell this work, to no avail. "Until now," he says. "These ads represent the collaboration of people I worked with at past agencies, as well as new work from myself and others here at The Martin Agency. And there is plenty more to come." On a project basis, however. Nevertheless, the entire shop is amped by this trip into the rarefied realm of insouciant bad taste and arrant idiocy. As CD Mike Hughes notes, "At The Martin Agency, we're proud to work for a wide range of clients that are blessed with good taste and high moral purpose. The Onion will not be one of those clients. It will give us a chance to display the low humor and political incorrectness that are also in the heart of every good creative person. The good news for the rest of our clients is we'll get that stuff out of our systems with The Onion. The good news for society is that the only people who will see this work will be the people who buy The Onion — and those people know what they're getting into."