If the name “swine flu” offends some Muslims and Jews and their sensetivities to pork, how do you think this gelato ad will weather in Catholic communities?
Call me crazy, but I don’t think people are going to be too keen on this baby–and not only because it’s not that clever. This is the sort of thing that agencies should just see coming.
I can’t imagine a bunch of copywriters in a boardroom thinking that this will slide under the table. Granted, controversy garners attention to the product, but you might as well post a billboard that says: “SEX! Now that I got your attention, buy this gelato”. Nyuk nyuk nyuk.
Sometimes advertisers let me down. These people are supposed to be society’s creatives. I think of big-shot agencies that take in stacks of portfolios every week, and then I see ads like this, and I am convinced that getting in to commercial advertising must be all about who you know.
I expect this in a brainstorming session, sure, but I also expect everyone else in the room to promptly belittle the idea and then move on.
Anyway religous fanatics, have at it. They’re probably counting on your shock and the power of your subsequent word of mouth promotion. Guh.