There are a couple things about this that stick out for me.
First, some people need to lighten up. This is being blown way out of proportion.
To me, this ad is not the issue. The issue for me is this: of the hundreds of millions of dollars spent in advertising, the only thing that really is gaining traction and discussion is the removal of an ad from circulation. No discussion of "this great ad" or "that great ad" but only discussion about an ad striking up controversy and being removed.
This, to me is just another nail in the coffin of the 30 second.
Mark Khan
· 2 years ago
I am confused by your train of thought. There's a big difference between the failed Adult Swim "guerilla" campaign (up for three weeks in ten cities and saved only by the over-reaction of the Boston police) and a provocative TV ad from Snickers. Are you basically saying "controversy can backfire"? And "someone has to think beyond the impact of the 30 second spot"? I think the whole point about the 30 second is "impact"... maybe I am missing your point
Johnny B
· 2 years ago
Your post makes absolutely no sense (to read it I would thing you had never worked in marketing). The whole point of both those efforts was to provoke "WOM" and buzz. It is the creative tactic that backfired.
Gary Cohen
· 2 years ago
The whole point was to generate WOM and buzz I agree. I guarantee you that if the negative impact was known up front, the companies 90% of the time would not have undertaken the approaches taken. SO, my point is, one needs to look to the future impact before stepping in and determining an approach to recommend. Articulate the risks, not just the creative brillance or coolness of whast is being done. Every action has a reaction and while we may not know it all at the outset, one needs to have diversity of mind looking at the possible reactions and no doubt the reults would have been an informed decision on go/no go on the campaigns. Just because a client says yes to creative, does not mean that the job is done and that there is no accountability for the impact it creates.
All Comments
First, some people need to lighten up. This is being blown way out of proportion.
To me, this ad is not the issue. The issue for me is this: of the hundreds of millions of dollars spent in advertising, the only thing that really is gaining traction and discussion is the removal of an ad from circulation. No discussion of "this great ad" or "that great ad" but only discussion about an ad striking up controversy and being removed.
This, to me is just another nail in the coffin of the 30 second.