A Response to Responsibility

These days many companies try to take the high road and show that they are capable of being more than money-hungry CEOs. They try to show that they care about social issues and the environment and the well-being of their consumers. Some succeed and some fail miserably. Others decide to forego the goodwill and carve a different path towards profit with crudeness and shock-value, tossing social responsibility to the side. I have dedicated this blog post to the good and and bad.

3 Socially Irresponsible Ads:

BBH (New York) for AXE. Do I really need to explain myself here? I feel like this is completely unnecessary. I hope that this was just released virally and not broadcast on public television. Alas... I am out of luck. This is the kind of crudeness I'm talking about, it is unnecessary and the product could survive without it, maybe even benefit from its absence. Shock value without substance is meaningless.

Benetton (In-House). Benetton is known for its controversial ads. This is one example of taking it too far. Highlighting the topic of the Death Penalty is a noble goal, but they haven't linked it to any sort of product message, they merely slapped their name on this poor man's life. There is no hope, no option for change. It merely shows the helplessness of the situation.

http://www.youtube.com/watch?v=h0ManxJFR8c&feature=channel

Go Daddy (In-House). I find it interesting that no advertising agency is willing to work with the Go Daddy people. That's proof they're doing somethign wrong, no matter how much the CEO says that the ads work. I can understand trying to push through clutter... but when it is during the SuperBowl, a family-viewing event, you ahve gone too far.

3 Socially Responsible Ads:

Benetton (In-House). Funny that it made both my lists. I chose this one because I think it is one of Benetton's classier attempts. It's not overly shocking, and it kind of connects to the product - we're all the same, inside and out... so everyone can where their clothing? It missed the bulls eye, but at least it landed on the target.

Hill Holiday (Boston) for Liberty Mutual. Pure and simple, this makes you feel good. It also makes you feel good about the company. This campaign was able to support a "Pay It Forward" movement while also selling their product. Social responsibility was well integrated into the campaign, making it trustworthy and believable. Good job, Liberty Mutual.



TBWA (NYC?) for PUR Water Filters. Doesn't that make you feel good? Not only are you helping out by drinking from your tap, but you are supporting a company that helps others in need. Socially responsible? Yes. Product appropriate? Yes. A feel good moment? Yes.