Long Live the Dudes | Adweek  Long Live the Dudes   Mountain
Dew's heroes, as dim as ever, still resonate  A Visa check card
commercial that recently started running again shows a dad
taking his kid to a pet store; they agree on a critter and he
tries to pay with a regular check. In the time it takes for the
sales clerk to check on the check, the shop's rabbits just keep,
er, reproducing. ("Love is in the air," the music declares
delicately.) By the end, every inch of the store is covered in
clumps of bunnies.  For the past couple of years, it's been the
same for dudes in advertising, metaphorically, of course. Every
inch of possible ad space is littered with them. They're
everywhere, usually in twos, looking clueless, scratching their
strange facial hair, wearing rumpled shirts and asking dumb and
reflexive questions. Which leads us to ask, dumbly and
reflexively: Why so many dudes in advertising?  For one thing,
dudevertising is your basic buddy movie writ small. As with most
films, many products seem to ta