Insulting: The New Advertising Ploy?
Tags: Groupon, Insensitivity, Kenneth Cole, Super Bowl Ad, Tibet
First it was Kenneth Cole saying that the rioting in the streets of Egypt was due to the fact that the Egyptians had heard Cole’s spring collection was available online.
Then is was Groupon’s controversial ad that had actor Timothy Hutton saying: “The people of Tibet are in trouble. Their very culture is in jeopardy. But they still whip up an amazing fish curry…” and then talking about the great deal Groupon had on Himalayan food. See the commercial below.
Kenneth Cole’s quote – whatever. I choose to believe that he said it as a joke and didn’t mean it maliciously. But Groupon? I don’t think they were being malicious, but their idea was much less off the cuff than Cole’s. And, it just wasn’t necessary. They sell millions of coupons for thousands of different products. The commercial could have gone in any number of directions, so why choose something that many might find insenstive? Groupon says that since they originated from a philanthropy site called ThePoint.com, they were trying to poke fun at themselves by “talking about discounts as a noble cause.” Um, no.
Just like sex sells, does insensitivity? Maybe. Kenneth Cole immediately issued an apology and Groupon linked to a Tibetan charity (as recompense?) the very same night the commercial aired, so they each have done something to quell the backlash to their comments. But does anyone really think this is going to hurt Groupon? Not at all. Just more free publicity. Hey, I’m writing about it right now. As for this becoming a new advertising ploy, I hope not. Let’s not cheapen everything for the almighty dollar, okay?
Schugarmama said:
Feb 09, 11 at 9:24 amYour last sentence says it all.
As one of the ‘money sluts’ who works in advertising, I cringe at some of the stunts and tactics by my peers. There is honor among thieves – are we so far below them?
There is little I appreciate more than a perfectly turned phrase. Language is an amazing tool in emotional story telling but the freedom afforded us to speak as we will should not extend to offensive, insensitive, or downright idiotic messages.
It is actually very political for me and the perfect example of why self-regulation is not realistic in a society where profit is valued above everything else. To me, that unadulterated pursuit of cash is just so 80s. Gordon Gecko called, he wants his schtick back. No, in this century, the companies and individuals I admire are those who do well by doing good.
If you think they are mutually exclusive, you’ve either passed your expiration date or you’re just not trying very hard.
I agree that neither of these instances were intentional gaffes nor will the perpetrators suffer. I do, however, wish that we governed ourselves with a bit more integrity, class, and discretion.
Stop with the Creepy, Groupon! | The Spin Within said:
Jan 13, 12 at 10:35 am[...] Tags: Clicky, Groupon, Marketing campaign Groupon is launching another weird marketing campaign. [...]