Ad Missions: Simple Pleasures

Another two weeks, another Ad Missions panel. This week we looked at a new campaign for Dare’s Simple Pleasures cookies. They are pitching it as a "health cookie" at women 35 and up. The print campaign is not bad -- Andris is right about that. But I found the television spot to be unbelievably offensive, and totally out of step with the brand positioning. What do you think? You can see the tv ad here. The print is here.