Now that’s advertising… Audi’s “Green Police” ad – showing a world where people get busted for using Styrofoam cups and incandescent light bulbs – was exaggerated enough to get buzz going on both sides of the debate about environmental extremism. CBS News noted that liberals and conservatives alike still don’t whether to “celebrate or denigrate the spot.” Brilliant.
Soft sell… The Tim Tebow ad for Focus on the Family may have been brilliant, if the idea was to stir up national controversy about a single spot that turned out to be as unfulfilling as a Hostess cupcake.
Where’s-the-beef moment… The “Don’t touch my momma, don’t touch my Doritos” spot was most popular, and most-quoted in hallways and cafeterias. You can’t escape a good catchphrase.
Next time ask if the ad before you has pants… CareerBuilder.com had a spot about a company wearing underwear on casual Fridays, then a second later a bunch of singing guys in their briefs were marching through a field for Dockers. Viewers were confused just long enough to make Dockers' media buy a waste.
Too insipid… GoDaddy.com’s ridiculously sexist faux controversy about being “too hot for TV” is insulting to even halfway enlightened people. But don’t give the company – or its success in pulling guys to its web site where they hope to see naked women -- too much credit. GoDaddy.com didn’t invent T&A marketing. They’re only doing a more tedious, amateurish version of what’s already been institutionalized by some of the nation’s largest brands.
And the worst… The incoherent “mocumentary” U.S. Census Bureau spot succeeded in generating a firestorm of criticism for wasting millions of taxpayer dollars on an over-produced public service ad. In keeping with a dismissive tone so prevalent in government these days, the Census dismisses even the possibly that it screwed up, arguing that past experience “shows that paid advertising can motivate people to respond to the census form by mail, while saving taxpayer dollars.”
Saying that other advertising maybe worked hardly justifies a failed concept. But it's enough to guarantee that the census campaign will be an ongoing battle with news media, watchdog groups and activists who now have more to be upset about.
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