Image from Vogue, December '09.

It is a really nice ad. In the first few pages of December Vogue. Clearly dedicated to Irving Penn. An advertising elegy, if you will (what an odd expression). I will. (Clearly).

But then I thought “Why is the brand’s name displayed as prominently as the deceased’s name?” I mean, it makes sense on the second page of the advertisement; the brand name needs to be somewhere — it is an advertisement after all — and why not cleverly place it on a lipbrush. But on the first page too? Occupying a line unto itself? Without any punctuation. As if the text preceding it is a note from Clinique, I suppose.

Well, perhaps because Clinique really wants the reader to realize how kind they are in their tribute to Penn: “Oh wow, that’s so nice; oh Clinique, wow, I should buy you, huh.” And I fell for it! Chump. Chumpy old me.

Crafty old Clinique. I know, I know. This craftiness is how advertising works. Kudos to Clinique.

But really, Clinique? Come on. The man is dead. A master, who took iconic ad campaign photographs for your company. A tribute to him should be just that. Not some self-serving half homage.

Maybe I’m being overly sensitive here. It just didn’t strike me as very classy.

There’s much else in the issue meant for Mr. Penn as well, but it seems more honourably done. Thankfully.