I don't think Don Draper came up with this one

I was listening to the Thom Hartmann radio show as I was coming home from running a few errands earlier today and heard one of the oddest ads that's slithered past my ear drums in a long time. It was a pitch for life insurance.

The target audience was supposedly older men. It said, in essence, hey, dude, look at you with your three ex-wives and now Trophy Wife Number 4 is getting on your case about life insurance. She says you need more. So have we got a deal for you -- we can help you afford that million dollar policy she'd like your ass covered for. What the. . . ? What brilliant marketing genius came up with this one?

Maybe it's just me, but if I were a 60-something dude with a hot young babe of a trophy wife and that hot young wife was nagging me about upping my life insurance coverage, I'd get a tad nervous. I wouldn't be thinking, yes, I must make sure she's well compensated if I happen to take a dirt nap. Au contraire, I'd start wondering if she had something going on with the pool boy and taking a closer look at salads containing fresh mushrooms.

Besides, by the time you get to Wife Number 4 if you've got any money at all (and surely you do have money if you're a geezer but have a Trophy Wife) you're familiar with the magic words "prenuptial agreement." You've looked at the statistics; you know that much younger wife is likely going to outlive you, so why on earth would you worry about whether or not she's going to get a million dollar payout when you croak?

All in all, a very strange ad -- and more proof that people working in advertising don't live on the same planet as the rest of us.