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Let's talk about something as appealing as women. Genius. Since every swimsuit issue has its feminist detractors and its adolescent admirers, it's about time someone stood up for what's not in a bikini. The words. The design. The splendid use of theme. Anyone who touts quality has to be able to explain it or describe it or define it. This issue let's me do all three. This is not about "Playboy has good articles, too." This is about what works and why. Consider, for a moment, the fold-out Nigel Holmes graphic. Consider how it ties so many themes together, the equator, the women, the attitude (Buddy can you spare a few Pestovas?). What's even more remarkable is that the interesting facts and issue-related information will keep you at the page longer than Daniela Pestova, or, at least a picture of her. These quality-packed informational style runs throughout the issues. In terms of writing, two articles in particular -- by Jamie Malanowski and Frank Lidz -- are superb. The "you could look it up" factoids solidly follow the style of Esquire's Dubious Distinction awards right down to the witty, second-bounce headlines. Even some of the smaller columns contain absolute gems: "She could sell skin cream to a skeleton." It's tough for the ads to keep up, but considering the issue is considered the Super Bowl of publishing, the ads are worth a quick rating as well. Big hits, real winners, from Sauza Tequila, Valvoline, Caesar's Palace (fortunately or unfortunately next to the worst shoot of the entire issue), Camel, Nokia and Jansport. Two quick asides: Give Jansport an extra thumbs up for using a real athlete in the ad; and for reasons beyond me, the ad from which I witnessed the most response was the double truck for Prozac. But before this slips into a mere review, let's remind ourselves of what brought us here -- SISI as an illustration of quality. As we all know, a great idea is nothing if it can't be executed. The SISI meets the high-concept, high-execution standard, and for an example, look at how they handled the equator's most famous export, El Nino. The turned it into a photo shoot of female TV forecasters. Consider on just how many levels this is a great idea. They get to bring the exotic close to home. They get to mention women "who provide information that actually affects your life." They get to photograph women of substance, women of achievement, women of brains. And they get to shoot them with their clothes on. Absolutely brilliant and major style points for whomever came up with the idea. Now if I could only figure out why they called them weathergirls. |
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