What responsibility do marketers have in being politically correct? Is being edgy just that or is it potentially damaging? What line would your company cross in order to sell more product? I ask because of a recent controversy surrounding an ad campaign for Absolut Vodka. The print campaign, which in my opinion has been very creative over the years, shows a map of North America in the 1830's. The borders show Mexico's territory half way into the United States showing the pre Mexican-American War boundaries. The headline of the ad is, "In an Absolut World," which is the campaign's theme.
Is it responsible for an advertising agency to insinuate that the perfect world for Mexico would be having part of the U.S. back? Anyone who does their history will find they sold it to the U.S. after the war for 15.5 million and debt relief. Is it really the wish of most Mexicans that this is the perfect world scenario they have been missing out on? Maybe they should try to figure out why the Mexican dream has been squashed by their own corrupt government. I mean, where does that thought process end for the agency? How would the French react if a map of Europe was drawn showing the German (Hitler's) desires in 1939 of owning all of that real estate? Is that the perfect German world?
It just seems foolish, especially in the current atmosphere of the immigration debate, to think that this would not cause a problem. And this is where I think the line gets crossed. When you knowingly take an issue that is divisive and use it as a tool for product promotion. There are many serious political topics out there like Darfur and Tibet but I hardly think McDonald's would use either of those issues as a position point in their marketing to sell more burgers.
Now comes the classic, we're sorry.... but not for the ad but that you didn't understand the ad. Here is the quote from Absolut:
"As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market, and for that we apologize."
I'm not one for boycotting unless there is a really good reason to do so. I don't believe that this reaches that level but I think it is important for all of to think about who we do business with and why. Somehow I don't think the creative team felt bad about the ad...in fact I'll bet they thought they were extremely clever. It is our responsibility to speak out when we see bad marketing and hold people accountable for their brand creation.
It just seems foolish, especially in the current atmosphere of the immigration debate, to think that this would not cause a problem. And this is where I think the line gets crossed. When you knowingly take an issue that is divisive and use it as a tool for product promotion. There are many serious political topics out there like Darfur and Tibet but I hardly think McDonald's would use either of those issues as a position point in their marketing to sell more burgers.
Now comes the classic, we're sorry.... but not for the ad but that you didn't understand the ad. Here is the quote from Absolut:
"As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market, and for that we apologize."
I'm not one for boycotting unless there is a really good reason to do so. I don't believe that this reaches that level but I think it is important for all of to think about who we do business with and why. Somehow I don't think the creative team felt bad about the ad...in fact I'll bet they thought they were extremely clever. It is our responsibility to speak out when we see bad marketing and hold people accountable for their brand creation.
5 comments:
I agree, maybe went too far. But not enough to boycott. These days some of these ad companies need to be edgy or play with the "Now" issue(s) to get people talking. It obviously worked based on you writing about it on your blog. If it said "In An Absolut World" and showed a water fountain that said "Whites only" than now we're talking going too far.
The photo should show a picture of me holding a drink and saying "In An Absolut World" Now that's a good ad.
Edgy is not always good...a lot of negative push back on this one. The ad was designed for the Mexican audience and ran in Mexico. Problem is the ticked off their very good customers to the North...not too smart.
I did not think a boycott made sense on this. Some people are really going nuts.
Those people that are going nuts need to relax. Worse things going on in this world.
This went all wrong. The ad in mexico means "we lost this territory because Ignacio Lopez de Santa Anna sold it to the US, we hope this did not happend" this is true, check your wikipedia for this fact, or ask a mexican, is a powerful insight down here
Absolut Stupidity on your part
Post a Comment