Wheat Thins Do-Minatrix: New Digital Ad Campaign Is A Little Creepy, Demanding

In a new digital ad campaign launched today, Wheat Thins isn't afraid to be a little tough with you. Wheat Thins' ad spots introduce the "Do-Minatrix," a mustachioed fellow that is here to help you get stuff done (because when you think of Wheat Thins, you think of efficiency?). The style is eerily reminiscent of Isaiah Mustafa's Old Spice ads, but with a less attractive man.

If you go to the Wheat Thins Facebook page, you can choose your resolution for the year. If you click "Get Organized," the Do-Minatrix will give you the not particularly helpful advice of printing out a label and "sticking it on your life." Similar spots keep telling you to "do it" when it comes to whatever the resolution is (haven't we heard that somewhere before...?). It's not clear what angle Wheat Thins is going for here -- after watching a few of the spots, we feel like someone just yelled at us a lot, except that we didn't do anything wrong. We're going to go cry in a corner now. If we did want to eat our feelings after getting Do-Minatrixed, it would be with a pint of Ben & Jerry's, not a box of Wheat Thins.

Meet the "Do-Minatrix" below and let us know what you think of the ad in the comments.

Comments

[jennipie]

08:54 PM on 01/17/2012

Why does every campaign these days try to imitate Old Spice? #bothered

[PoodleMom206]

01:45 PM on 01/12/2012

Someone in the ad agency blow it in a big way. They should have an anime female.

[valhalla679]

01:16 PM on 01/12/2012

VIEW THE AD WITHOUT SOUND.

[valhalla679]

01:10 PM on 01/12/2012

Ad looks like it's aimed at homosexuals (view it muted).

[jetfanglo]

01:38 PM on 01/12/2012

i did....but other than noticing he needs dental work and it looks like a fake 'stache...i don't see the "gay" slant........but it does put village people tunes in my head right now.........hmmmmm...

[monicatg]

12:59 PM on 01/12/2012

Weak. I lost interest halfway through. A real Dom would tie me up and force me to eat something other than Wheat Thins. So, I'm not sure who he's supposed to appeal to. Men would prefer a sexy female dommie. Women don't eat Wheat Thins for cravings when they are dieting. Plus, the mustache thing is getting old already. Hmmmmmm, maybe something with a gladiator...:)

[stjoshy]

01:31 PM on 01/13/2012

cookie monster likes the cut of ur jib

[monicatg]

02:10 PM on 01/13/2012

lol, thanks, cookie monster. Now if that Do-manatrix was talkin' Chips Ahoy, I would have been a bit more interested. Much better than a cracker for training~!

[Effinie]

12:44 PM on 01/12/2012

Shouldn't rough and bristled there in the ad be a Do-minator, and NOT a Do-minatrix? Or he hiding something below the ad lines we're not supposed to see?? Gotta go with the consensus here on this one!

[Effinie]

12:43 PM on 01/12/2012

Shouldn't rough and ready there in the ad be a Do-minator, not a Do-minatrix. Or is he hiding something below the ad lines we can't see???

[donwords]

12:11 PM on 01/12/2012

A "domina-trix" should be female. "Trix" is a feminine ending.

[jetfanglo]

11:18 AM on 01/12/2012

i thought dominatrix was female.......don't really know about that kind of stuff...i mean it's not like i was employed in a dungeon..... in manhattan..... on 14th street.... in the 80's ....i'm just sayin' ;)

[fifi lahkay]

11:51 AM on 01/12/2012

Uh huh I can tell that you, like me, are totally unaware of such places. Yep.

A dominatrix is female; the -trix part gives it away. The guy didn't seem especially "domly" to me either way. I think the thing that confuses is that the script just doesn't a sense of direction...other than now I've suddenly developed a vague desire to go to the east coast.

[jetfanglo]

01:32 PM on 01/12/2012

heh-heh

[csudrj]

11:07 AM on 01/12/2012

Love Wheat Thins...hate this commercial..hate it, hate it, hate it....did I mention I hate it....it's enough to make me throw up my Wheat Thins....fire the ad company that came up with this one, AND the guy at the company who approved and actually spent company $$$ on it....!!!

[karashivers]

10:43 AM on 01/12/2012

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[billscaf]

10:33 AM on 01/12/2012

I might have seen dumber adds but none come to mind. Also why would I want to see someone who looks like a bum eating a wheat thin??

[Effinie]

12:45 PM on 01/12/2012

really funny!

[brokenleoheart]

10:32 AM on 01/12/2012

this is very close to that music video of "wanna do it in the butt", you know the one south park parodied..

[orlenda]

10:27 AM on 01/12/2012

eh....kinda silly.....dont really get the point....

[garylinn]

10:23 AM on 01/12/2012

Advertisers are running out of ideas....where is all of the talent? creativity?