Cool Marketing Thoughts » Ethics

Absolut-ely sorry, Gringo!

Luc Van Braekel — Mon, 07 Apr 2008 20:12:49 +0000

This Mexican ad by Swedish wodka maker Absolut caused angry reactions in the United States.

The ad shows a map of North America as it was in 1830, when the Southwestern United States was still part of Mexico. The ad was created by a Mexican subsidiary of TBWA. When news of the campaign reached the US, reactions varied from “they shot themselves in the foot” to “an ethnic supremacy/nation-erasing campaign“. This poll from the Los Angeles Times which drew more than 50,000 responses, shows how the isssue has stirred emotions:

At first, Absolut stood by its decision to go ahead with the campaign, stressing the fact that the ad stimulates the fantasy of the Mexican public. In a post on the corporate blog, VP of Corporate Communications Paula Eriksson wrote:

The In An Absolut World advertising campaign invites consumers to visualize a world that appeals to them — one they feel may be more idealized or one that may be a bit “fantastic.” As such, the campaign will elicit varying opinions and points of view. We have a variety of executions running in countries worldwide, and each is germane to that country and that population.

This particular ad, which ran in Mexico, was based upon historical perspectives and was created with a Mexican sensibility. In no way was this meant to offend or disparage, nor does it advocate an altering of borders, nor does it lend support to any anti-American sentiment, nor does it reflect immigration issues. Instead, it hearkens to a time which the population of Mexico may feel was more ideal.

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. Obviously, this ad was run in Mexico, and not the US — that ad might have been very different.

But yesterday, apparently when noticing that the storm hadn’t stopped, Paula Eriksson offered her apologies and announced that the ad had been withdrawn:

During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.

In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.

To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.

This is a genuine and sincere apology.

What can we learn from all this? Even when most agencies are part of international groups, they know their local markets very well and they understand what makes the local target audiences tick. But this has drawbacks too. Today, information can’t be stopped at borders. A marketing message that fits one market can offend people in other markets, even when that message was not intended for them. This is a potential risk factor that should be taken into account. Act locally, but don’t forget to think globally.

Cyanide Free Romania

Miel Van Opstal — Sun, 27 Jan 2008 19:39:07 +0000

Time for environmental action! The “Coalition for a Cyanide Free Romania” is a civil society initiative that was formed to support a legislative proposal to ban cyanide in mining in Romania. Its concerns are based on social, economic and environmental grounds. Obviously that is a cause worth mentioning, and I’ve been asked to contribute to the general buzz, which of course I will. The campaign kicked off with a few x-mas cards that have been sent around, and it was also supported by spreading the stickers below.

Agency: Next, Romania
Campaign website
Hugs for Andrei Chirica, PR coordinator

Christmas cards are added after the jump:

Anti Drug Campaign

Miel Van Opstal — Mon, 03 Dec 2007 21:11:33 +0000

Waaaay better than a fine polished campaign that warns you of the consequences of drugs use during your night out, waaay better than a list of things that might happen and incredibly more powerful than a pointing finger or the Eye of God staring at you from a silly triangle with a message below it in the sense of ‘thy shallt not get stoned’… This image will appeal youngsters, it will show them how ugly they look and how it will definitely make some people realize this is NOT how they want to look like. I have no idea who came up with this or what it was used for, but if you put this in a toilet in a club, or even at the entrance, I think it will have an effect on many drugaholics.

Thanks, Dave

Drink or Drive?

Miel Van Opstal — Tue, 16 Oct 2007 11:31:14 +0000

Arns sent me this image of a campaign that grabbed his attention. I too like the idea that has been executed here. Although some people don’t even look at traffic signs anymore, I do think this one will have a certain impact because of it’s simplicity. It’s not a shocking image, there’s no partial nudity or whatsoever, but it still transmits a clear and uncut message. No idea who created the campaign and where… but it’s a good one.

Thanks, Arns

Ello Mobile – Social Operator

Miel Van Opstal — Tue, 17 Jul 2007 13:48:49 +0000

Everyone makes phone calls and sends text messages every day. Imagine the profit a mobile operator makes would be exclusively used to sponsor ecological or social projects… wouldn’t that be a very cool USP?
Ello Mobile, a new mobile operator thinks so and has launched a campaign in which they announce that every cent of profit will be donated. It’s a Belgian project, but I think it could work in other countries as well. Flemish actress An Miller and actor Filip Peeters, both very well known in the Belgian TV and theater scene, have been asked to do a very simple teaser-campaign, they’re the brand ambassadors. There are some clips on YouTube directed by Jan Eelen to spread the word. Eelen has had a hand in practically every qualitative humoristic TV series Flanders has known for the last decade.

I really like the idea, and helping out for a good cause while you don’t have to change anything in your mobile behavior… that can only be good, I think.

The clips are in Dutch, but basically all the actors say is ‘call me’.

As a really cool surplus, check out this clip that wasn’t supposed to be released.

Polluted Water

Miel Van Opstal — Tue, 24 Apr 2007 22:56:26 +0000

I really like this ad for Unicef. It’s so simple and at the same time it makes such a powerful statement. This ad was made for the German branch of the Unicef foundation, to create awareness around the issue that 1.5 million children die every year from drinking polluted water. And that massive number is only the children! That’s like a sixth of my country’s entire population!

Thanks, Derrick

Advertising Agency: Serviceplan Hamburg, Germany
Creative Directors: Alex Schill, Axel Thomsen
Art Directors: Maik Kaehler, Till Diestel, Amelie Graalfs
Copywriter: Christoph Nann
Photographer: Joerg Kritzer
Published: March 2007
Credits via AdsOfTheWorld

Ricky Gervais For Red Nose Day

Miel Van Opstal — Fri, 23 Mar 2007 05:00:09 +0000

On March 16th, Comic Relief – The Big One – raised a massive £40,236,142 ~~million~~ – the biggest ever total on a Red Nose Day night and the money is still pouring in! The mammoth seven hour show on BBC ONE, featured the biggest line up of presenters ever including Jonathan Ross, Russell Brand, Lenny Henry, Davina McCall, Graham Norton, Paul O’Grady, Fearne Cotton, Kate Thornton and Chris Evans, who was overwhelmed by the success of the show, saying ‘This is by far the most exciting Comic Relief night I’ve ever been to – it’s the best comedy ever’. One of the most memorable highlights was Ricky Gervais’ special ‘appeal film’ starring Sir Bob Geldof, Bono, Stephen Merchant, Jamie Oliver and Andi Peters. It’s brilliant :)

Video Link

Via Tales Of Drudgery & Boredom

Jesus Christ Is Chicken

Miel Van Opstal — Mon, 12 Mar 2007 06:44:58 +0000

… or at least that’s what PeTA wants you to realize, because just like the Lord, chickens are being struck, humiliated, burned, mistreated and agonized during hours. Personally I think they crossed a line here. For instance, chickens were never able to turn water into wine, and I don’t think the Lord tasted good with fries either. Don’t get me wrong, I’m not saying chickens don’t need ‘a better life’ before they end up on our plate. Chicken farms are very often a small piece of hell if you see them and far from a pleasant place. But to go all religious about it and compare it with Jesus… that’s a bit over the top. Eating meat (or chicken) is a choice. People have been eating meat since they were around. If all the cavemen were vegetarian and we’d never have eaten meat, we’d be all out of grass and hay by now. That too would be a pity. There’s simply not enough agricultural land available (and a lack of farmers too) to grow enough veggies and greenery to feed the entire world. That’s a fact.

Agency: Unitas, ADV – Chile
Thanks, Roberto

(also on BriefBlog)

Lettuce Lingerie

Miel Van Opstal — Fri, 02 Mar 2007 17:59:59 +0000

You’ve probably seen the PeTA campaign ‘Turn Over A New Leaf’ with Pamela Anderson (if not, click here). Well there’s another campaign starring someone with a familiar face, but I can’t seem to put a name on her. Anyways, in this case, instead of using the fabric stuff Pam wore, they used real leaves of what seems to be cauliflower, but it also might be some sort of lettuce. Despite the really concentrated looks and efforts from the nerdy dude who got to play around with the water to make the plants seem ‘less dying’ (or ‘more alive’), as you can see the garment is falling apart pretty much everywhere. We won’t be seeing this in Paris the next fashion season. And oh yeah: “Let vegetarianism grow on you”.

Thanks, Peter

Other P.e.T.A. ads on Marketing Thoughts:

Drugs Are Bad, Mmmkay

Miel Van Opstal — Sun, 25 Feb 2007 23:02:47 +0000

But no, seriously. The short pleasure you might have from popping a pill or doing a doobie can have consequences you aren’t aware of. Maybe not this time, and maybe not for you (you think), but not everyone is the same and some people don’t have the same control you have. These ads for a national public awareness campaign in Australia try to point out the dangers of various drugs or mind expanding substances, and they do so pretty well.

Copy:
Speed. You don’t know who made it or what’s in it.

Speed is made from a combination of dangerous chemicals, usually in dirty backyard labs. The drug that’s created in the process can have a disastrous effect on the human body, and there’s no simple way of knowing what’s in it or what it’ll do to you. For more information call 1800 250 015 or visit http://drugs.health.gov.au

Speed. You don’t know what it’ll do to you.

Copy:
Marijuana. It can mess up your head. And your life.

Marijuana affects different people in different ways. And no one can predict what it will do to you. Psychological problems -sometimes small, sometimes major and long term- are just one possibility. For more information call 1800 250 015 or visit http://drugs.health.gov.au

Marijuana. You don’t know what it’ll do to you.

Copy:
Some cold hard facts about taking ecstasy.

When it happens, thermal melt-down isn’t pretty. Your body literally begins to cook from the inside. Muscles turn to liquid. Organs such as kidneys and the liver collapse. It’s just one of the possible consequences of taking ecstasy and related drugs. If they can get you to hospital soon enough, doctors may be able to save your life. Maybe. For more information call 1800 250 015 or visit http://drugs.health.gov.au

Ecstasy. You don’t know what it’ll do to you.

International Shutdown Day 2007

Miel Van Opstal — Sun, 25 Feb 2007 23:01:55 +0000

On March 24th it’s international Shutdown Day. It’s not related to the Live Earth event, but it’s also an initiative with a ‘community’ background. Basically it’s to see what would happen if as many people as possible would turn off their computers for just one day. The idea behind the experiment is to find out how many people can go without a computer for one whole day, and what will happen if we all participate.

Here’s a funny clip to support this project, which highlights alternative uses for laptops. Do not try this with your corporate equipment.

Links:

Have A Seat

Miel Van Opstal — Sun, 25 Feb 2007 18:28:46 +0000

Another outdoor execution (pun intended) as an example of how you can involve people in the message you want to bring. In this case, the Spanish department of Amnesty International is protesting against the fact that 4000 prisoners are still waiting for their death punishment on some Death Row somewhere on this globe. Killing people because they’ve done something wrong isn’t human. It’s not part of this century’s Western Culture anymore. It’s not something you do when you’re a civilized nation. That’s what Amnesty International’s trying to say with this campaign. Too bad not everyone agrees.

Agency: Contrapunto BBDO, Barcelona, Spain
Via: Houtlust

Global Warming Can Be Amusing

Miel Van Opstal — Tue, 13 Feb 2007 00:37:15 +0000

Looks like Al Gore teamed up with Matt Groening, the creator of The Simpsons and Futurama. On a side note, who else thinks Troy McClure looks a bit like Al Gore? I can’t believe I never saw these :) They’re so inconveniently funny, and so true.

link to movie

Via: Jason Schramm

The Communication Company

Miel Van Opstal — Wed, 10 Jan 2007 18:18:02 +0000

There’s a company in Antwerp that is called ‘The Communication Company’. With a name like that you might expect some experts in the field, and a loaded site with a portfolio that goes from here to Vladivostok. It’s been 10 days already since I’m trying to reach that site to look up a few things, but all I get is this message:

Now, I’m not trying to nag about it, but if you’re a communication company (can you be any more vague?) aren’t you supposed to communicate? For a company that has an office in The Netherlands and one in Belgium, the least you can do is have a designer spend one hour to create an index to make it seem like you’re actually working on the site. Today is the 10th of January. The site was supposed to be online on the first. I understand possible delays due to Christmas/New Year holidays and so on, but then they should’ve set the launch date on February 1st. Now what happens here is I get the impression they won’t even make it to their own deadlines. What guarantees me they’ll make it to the deadline a customer will set?

The copy on their site isn’t really reassuring either. If I translate it, it reads:

“No dog came to our website anymore (which means ‘no one’), so a new one is being made. Online 01/01/2007″

If they can’t even manage to get their own site to be attractive, how can I be sure they’ll make the assignment they get an eyecatcher to stand out of competitors?

PeTA Guardian Angel

Miel Van Opstal — Thu, 28 Dec 2006 13:39:38 +0000

While we’re at it, I might as wel throw in this image for the PeTA too. Famke Janssen, the famous Bond-girl from GoldenEye, and dog Licorice, are the supporting faces for the new print campaign. In this campaign Famke is showing off angel wings as she strikes a provocative pose on a swing, the alluring actor appears along with her beloved dog Licorice in a sexy new ad aimed at making the holidays a little happier for neglected dogs (and domestic animals all-together). For the sake of dog-wellness, here is the ad:

Copy:
“Millions of companion animals are condemned to a sad life of loneliness. Isolated in a crate or pen or kept on a chain with no exercise or attention. Your animal companions need and deserve lots of playtime, love and care. – They are part of your family. Be your animals’ guardian angel. They depend on you.”

Other PeTA campaigns on Marketing Thoughts:

Via Houtlust

Never Forget

Miel Van Opstal — Sat, 23 Dec 2006 22:50:52 +0000

20 years ago, the world was in shock. The Chernobyl disaster, an accident at the Chernobyl Nuclear Power Plant on April 26th, 1986, at 01:23 a.m., consisted of an explosion at the plant and subsequent radioactive contamination of the surrounding geographic area. It is regarded as the worst accident ever in the history of nuclear power. A plume of radioactive fallout drifted over parts of the western Soviet Union, Eastern and Western Europe, Scandinavia, the UK, Ireland and eastern North America. Large areas of Ukraine, Belarus, and Russia were badly contaminated, resulting in the evacuation and resettlement of over 336,000 people. The ads below were made for the Red Cross (and the Red Half Moon, its Arabian version) to remind people about this tragedy, to never forget and to donate. This campaign is striking because I’ve seen picture galleries of journalists who’ve been there, and it really looks like this. Entire towns have been evacuated, and they look like people plainly have been erased. The remains are spooky, almost like ghost towns you see in the movies. Tables set, cars in the middle of the road, doors open…

Copy:
“20 years after the disater, Chernobyl’s landscape reminds one of a barren planet. Even more damage was done to local residents, their bodies and minds alike. Red Cross provides them with both medical and psychological assistance. Recently, radiotion linked illnesses have increased. Please support us. Keep up your interest in Chernobyl.”

Agency: Leo Burnett Ukraine
Bronze Epica Award
Via: Houtlust

For One Fifth Of The World

Miel Van Opstal — Sun, 17 Dec 2006 13:07:42 +0000

When my nephew Floris Van Opstal was still working for Dubois Meets Fugger, before he made his move to The Young Ones, he and his buddy Steven Goedhart created this piece of art and they sent it in to Sappi, Ideas That Matter, a program from Sappi to support design for the public good. The work is for UNESCO, to bring the fact to the people’s attention that (as the copy says:) “80% of the world’s population does not have access to free media”. The method they chose to deliver this message was to put the card inside of a stapled newspaper. People that would buy the newspaper would find themselves unable to read it because they first had to remove the staple. A nice way to illustrate the limited access to news that 80% of the world experiences daily. The campaign is supposed to be launched on December 27th, the artwork might vary. This entry was the only Belgian entry that got awarded, fyi. Yeah, it runs in the family :)

Copy on the backside of the card:
“For UNESCO and Sappi a violation of human rights is unacceptable. Surf to www.unesco-vlaanderen.be for uncensored background information”.

WWF Mysteries

Miel Van Opstal — Tue, 05 Dec 2006 08:04:53 +0000

Some things in life are rarely seen, mostly only by the local fool of town, and barely believable. With some real species it’s going to be exactly the same – unless we take urgent actions to preserve the wildlife is it is and make sure it doesn’t extinct. That’s why I think these ads for WWF bring the message across very well. With a lot of animals in the grey zone of being extincted, pictures of them in a natural habitat will become as rare as a picture of the monster of Loch Ness, Big Foot or UFOs. I like the amateur feeling of the pictures, the raw grains in them as if they were over 50 years old already. Melancholic, yes. Funny, no. Necessarry, absolutely.

Agency: Ogilvy SA
Art Directors: Prabashan Pather, Catherine Conradie,Gareth McPherson
Writers:Catherine Conradie, Prabashan Pather
Creative Director: Gordon Ray
Executive Creative Director: Mark Fisher
Via Adverbox

Citibankers Make The Day

Miel Van Opstal — Tue, 21 Nov 2006 19:30:35 +0000

About thirty sick children had a very good and relaxing time last Saturday because together with their parents they had been invited to spend a day at the Planckendael zoo. This isn’t shocking news of world importance, but the story behind it is. Citigroup organized its very first ‘Global Community Day’ last weekend, and over 40.000 volunteers (workers of the Citigroup) from over 100 countries engaged themselves in a social mood for over 700 projects.

Although they’ve had ‘Volunteer Day’ for over two years, this was the first time the event had such an international and massive allure. Employees of the Citigroup get a day payed leave to participate in the project for one or the other social event. In Belgium they partnered with Mistral Gagnant, an organisation that helps sick children feel at ease and entertains them while recovering from diseases like cancer and other severe illnesses. To help them recover mentally, to close the gap between being isolated in a hospital and getting back to playing with other kids.

In the Planckendael zoo, kids and parents could follow a guided tour and there were workshops where they could express theirselves with colors, tinkering and small artworks. Citibank employees brought their own families as well, and the kids would be split up in small ‘units’ of 4 to 5 children of roughly the same age, so they could socialize and experience the event together.

Citigroup said that they’d love to repeat the event and make it an annual cross-border (cross-continental) highlight in their social activities.

I think it’s great that companies organize these kind of things during ‘paid’ company time. Not because they have to do it, but because of the image they build for their company while doing something back for the community. Because of the necessity to have their employees away from the desks and in touch with people they work for. Because of the moral value to participate in creating a nicer place, even if it’s only for a day. Imagine all companies did this. Think of how much better the earth would be, one day at a time.

A Big Mess

Miel Van Opstal — Sun, 19 Nov 2006 16:00:22 +0000

Every so often you’d see a really shocking campaign. Recently I blogged the PSA with the drowning kid, then before that there was the truly shocking simulation PSA with a kid that got ran over. Now it’s something from New Zealand where they’ve put the inside of a man into a blender. (Yeah, blenders are hot lately) Pretty confronting if you see it and very disgusting, even though the image itself looks pretty clean. I’m not sure this is the right approach. I also think the message is too well-hidden in the visual… I don’t know. I think it won’t be effective unless it’s placed above a urinal or a sink, some place where you can look at it for a while, because the message won’t get through in a glance.

Copy: – “The faster you go the bigger the mess.”
Agency: Clemenger BBDO
Via: Houtlust