NEWS
WWF: 9/11 TV
A minute-long TV spot from this controversial spec campaign surfaced late this afternoon. The agency, DDB Brazil, will honestly be lucky to ever land a client again. (Although, they’re saying they didn’t create this. Mmmmhmmm, someone threw this together this afternoon after seeing the print work.)
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shouldn’t it be WTF: 9/11
other than the tastelessness of it, the concept/copy doesn’t make a lick of sense.
World Wildlife Fund has been caught in lies before and this seems to be something they were testing the waters with. They are radical enough to do a campaign like this. Do we honestly think a design studio would be dumb enough to enter in a piece that wasn’t approved by the client with the gravity of message this has? Let alone build an video spot. Lets put the blame also on WWF.
link dead already… try this
http://www.youtube.com/watch?v=w9-qaUmS4dA
the concept is better in print than the execution on film.
I agree with Hey… some money was put into the tv spot. Not just a creative team throwing down $. Agency had to pay for that. I could see a spec print ad with some hours in photoshop… but this spot.. a tad more complex… at least for me with some cgi equip… I’m suspect of the blame game going on at client and agency. It’s like when a radio station fires Howard Stern for saying what they pay him to say and sponsors buying time on his show knowing his history and content… so… somebody is upset.. fire Howie.. fire the creative team… look world… we fixed it.. we fired the offensive part… not the leadership that put it in place. This sort of thing goes on in the corporate world too… look at how we layoff people when times are tough but keep the poor management that lead to the decline in sales. We see it clearly.. now I’m ranting.
Wow. Someone really thought a lot of this “idea”.
I don’t think the Howard Stern analogy works too well.
But I do see the point that the higher-ups at the agency being more culpable than the team… but still….
I think it’s a poor and tasteless execution of what could be a good and powerful message. Going negative and sensationalist—listen up PETA—is never a good idea, because it, at the very least, creates a negative image of your brand. It’s really no different than churches that try and recruit people by saying “repent or you’re going to hell“—not only is it creating a negative image of themselves and their product, but they’re distorting the message they’re trying to get across.
Bottom line is it’s just stupid, in every sense of the word.
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