• 7.27.16

    Erwin Olaf Throws it to the Wolves for Kohler

    One of the worst things you can do is throw someone to the wolves. Abandoning a compatriot to savage destruction by way of a canine’s canines is barbaric. But what if they feel at home amongst the wolves? What if they share their lair with these animals who accept them as one of their own? In Erwin Olaf’s latest campaign with Kohler he imagines the wolves’ lair coming home and being a part of an elegant interior. Erwin introduces these beasts as part of a sophisticated design who are as curious about the products as a shopper is, revealing a raw style.

    Like so much of Erwin’s work, in this Kohler ad he plays off the contrast of expectations and conventions. The subject of the ad is standing in his bar resplendent in a royally colored tuxedo, decked out with jewels and perfectly coiffed, with a full crystalline glass of water in his hands. The door to his bar is open to the outside and has attracted the attention of a small pack of wolves whose curiosity has called them to explore. At once they seem both out of place and perfectly at home in this most graceful version of a man-cave. Erwin always works to create an interior visual tension that is supremely beautiful, and this ad with Kohler is no exception.

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