A group of Siena College students staged a protest this week over a billboard put up by a local contractor. It shows a posh kitchen with the headline, “Your Wife Wants Me.” The students claim that the billboard’s message is sexist, and they felt so strongly about it that they stood out in the cold for hours to express their opinion.
You can decide whether it’s sexism — but it’s certainly plagiarism.
That headline, “Your Wife Wants Me,” is riffing on a campaign by a Baltimore area jeweler in 2007 with the headline, “Your Girlfriend Wants Me.”
Since then, the clever creative has been ripped off all over, sometimes substituting girlfriend for wife like in the kitchen ad. In fact, it appeared on a local jewelry billboard within the last year.
Borrowing ideas is nothing new in advertising. I suppose it becomes stealing when you claim it as your own, but there’s something else going on here: the jewelry ad is funny and surprising. The kitchen ad is neither.
They took a great concept and sapped all the wit out of it, which to me is more offensive than any sexist overtones. If you’re going to rip something off, at least do it well.