Waves of Stupidity

Right on the heels of the Mooninite debacle in Boston comes another ad campaign pursuing short-term gains, long-term losses.

Not all buzz is good buzz. The Mooninite issue may have built Turner's adult cartoon rebel-brand, Aqua Teen Hunger Force on Adult Swim, but this act carries larger losses. In the post 9-11 environment, where any bag or package left lying around is suspect (even when it's not a box of wires), randomly placed signage with no messaging is foolish. The response didn't help, either.

Devil's advocate says that the person who mistakes a simple circuit board for an explosive device ought to be the one emerging with egg on his face. And sure, light-boards are a clever stunt to boost talk and an ingenious way to provoke free press coverage. Shutting down the city of Boston only cost Turner 750K, an extremely cost-effective campaign for the broadcasting giant. But at what long-term cost?

This Mooninite stunt will contribute to increasingly strict legislation, not only for free speech and travel (as if airport security isn't bad enough), but also for marketers everywhere. For those taking notes, that's big trouble for the ad industry. As a side issue, many parents don't want their kids watching Cartoon Network's daytime shows anymore, because of the channel's association with Adult Swim. Ouch - looks like Cartoon Network alienated some of their consumers.

And just as the vilification of advertising began to calm down, the Superbowl brought America the Snickers Kiss ad, sparking controversy and anger on the part of many gay rights advocacy groups. Again, this ad has created buzz, but at what cost? And again, a funny and interesting idea, but loosely concepted and poorly executed.

The outcome of the ad is that being a "true man" means dirt-stupid stunts to prove bravado (such as drinking engine fluid) and a high tolerance for pain (wrench-whacking, chest-hair ripping). All in response to an artifical "kiss" that was just a touching of lips without intent. If a man and woman accidentally touched lips, would they start ripping out hair and slamming eachother with wrenches? Gay rights advocates are up in arms, saying that the ad promotes homophobia. Others have no desire to see two men kiss during prime-time family TV. Politically, it's a lose-lose situation.

And Snickers may be the biggest loser of all.
From the Washington Post:
But Steve Hall, a former ad executive who writes the Adrants.com newsletter and blog, says the Snickers commercial has harmed the candymaker's image with all consumers.

"Can you imagine the looks one will now receive from the checkout clerk when they buy a Snickers bar?" he wrote yesterday. " . . . There's plenty of other perfectly good candy choices with far less embarrassment attached to them."

Lesson: "Induces humiliation" is not a good takeaway emotion to associate with your product.