Passive-Aggressive Praise

JMU Creative Advertising Hall of Fame Spring 2024

Vaseline is unarguably an iconic item. Your grandparents had it. Your mom kept one. And you probably have a crusty container in the back of your medicine cabinet with no recollection of when it got there or the last time you used it.

Yet… no one shouts its praise.

As Vaseline, we want to remind everyone who exactly we are. The catch? Everything that would typically be insulting to a person, is actually a compliment to Vaseline—highlighting one of its many qualities or benefits.