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CONTROVERSY..In Advertising?

by Leanne Minichillo
Monday, January 31, 2005. 08:47PM
1,510 Views 15 Comments

Can controversial advertising work?

I reflect back on the Benetton ads and their blatant displays of all things contentious…at least in North America. Perhaps the one that most stands out in my mind was the display of three human hearts, labeled White, Black and Yellow in an effort to show that the physical core of human beings is all the same, regardless of ethnic origin.

That was pretty hot stuff back in the early 90’s, and for some, it still is. The point is that it caused people to talk and Benetton’s Colors Magazine was acclaimed for its artistic merit. It was also some killer publicity for the company.

There’s no such thing as bad publicity.

Sex has been responsible for selling product over the years, but now that it’s becoming a mainstay in most television shows which air before 10p.m., it’s not as taboo. From the separate single beds of I Love Lucy to the lusty teen scenes in The O.C., we’re running out of controversy.

So what’s next?

Opinions/predictions are appreciated.

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Comments

 12 shown
Friday, March 11, 2005. 07:01AM by Mark Roberts
I think right now everyone is trying to put the boobs and naughty stuff back in the bottle. And any broaching of taboo subjects gets you grilled. When I worked at DDB, another AD/Copywriter did both the Tabasco Mosquito ad and one with "Zeus" dropping tabasco from his chair on high which turned to fireballs when it hit the earth. Tabasco go so many complaints because people thought it was a representation of god smiting people or something, they they pulled the ad. My guess is we are going to see more vintage ads like budweiser and jingles. Take a trip to your suburbs of whatever town you live in. There are way more of them than urban people. And they live in milquetoast houses with streets paved in mediocrity.
Wednesday, February 2, 2005. 07:31PM by Leanne Minichillo
I agree with the religion angle. I think that religion is more prominent in the US as opposed to Canada, so controversy will definitely be created. I can't believe the splash that Mel's "Passion" made in the US. Canadians were on edge as well, but it wasn't as clamorous as in the US. As a religion major, I can think of a hell of a lot of controversial ads that incorporate religion. Perhaps I will get into advertising...
Wednesday, February 2, 2005. 09:45AM by Kim S
This just in: New York Yankees great Yogi Berra filed a $10 million lawsuit against TBS, claiming the cable TV network sullied his name by using it in a racy ad for its “Sex & the City” reruns. Berra’s lawsuit said the ad caused “severe damage to his reputation” with its reference to Kim Cattrall’s sexually promiscuous character, Samantha. The ad queried readers about the definition of “yogasm.” Possible definitions: (a) a type of yo-yo trick, (b) sex with Yogi Berra and (c) what Samantha has with a guy from yoga class. The answer is (c) (USA TODAY, p.C1; AP). There's some controversy for ya'.
Wednesday, February 2, 2005. 08:47AM by Kim S
Was is not Abe Lincoln who said, "You will only please 50 percent of the people, 50 percent of the time." ?? I think it matters not what you put out there, some will like it, other's won't. But what will it do to your Brand?
Tuesday, February 1, 2005. 07:48PM by Michael Bonfils
I think the next big controversy in advertising is going to be religeon. I think all of our creative directors are biting their nails to do something with either marketing to the Born Agains, the Catholics or even the Muslims (yes others left out for a peaceful reason). Whoever gives the first thumbs up to have Mo', Jesus, n' Buddha drinking exotic tea blends and playing Texas Hold'em will be my new hero.
Tuesday, February 1, 2005. 02:24PM by Leanne Minichillo
Was Janet Jackson's Superbowl fiasco a controversial ad? I'm going with a big ol' YES. Not only was it kickass publicity for both her and the castrati, Justin, but it sold their music. Personally, I don't find an exposed breast with a covered nipple controversial, but others do. Question: If one of the United States' biggest insurance companies offered benefit eligibility to same-sex couples and they used two lesbians with their child in their tv ad, do you think that it would be an effective tool for the insurance company to acquire more business? Personally, I feel that, not only would it attract the non-heterosexual market due to their display of acceptance, but supporters of gay rights would be more inclined to switch to a corporation that distinctly lines up with their morals.
Tuesday, February 1, 2005. 12:21PM by Marc Lefton
Sex in North America isn't as played out as it is in Europe where a lot of ads have actual naked women. Something I would welcome here. I'd love to be bored of those ads.
Tuesday, February 1, 2005. 12:19PM by Kim S
I can appreciate controvery with the best of them. I just think when it comes to the major brands and consumerism, it's much safer to stay away from this type of creative theme. (Except the beer industry of course ;)
Tuesday, February 1, 2005. 10:59AM by x x
I think you have to look closely at the definition of "controversy" first. It is: (1) A dispute, especially a public one, between sides holding opposing views. (2) The act or practice of engaging in such disputes: writers skilled at controversy. So the word "controversy" doesn't in itself imply "risque" or selling sex. It would be any ad that generates debate for whatever reason. The Coors Light "catfight" ad was controversial because one side of the public decried the sexual overtones and the other side gobbles that up. But "controversial advertising" only occasionally has anything to do with risque content, selling sex, etc.
Tuesday, February 1, 2005. 06:49AM by Darren Herman
Can controversial advertising work? Controversial advertising works as it is not looked as controversially, it's looked emotionally. Emotional advertisements catch viewers in awkward or intense situations that strike them and capture them. Benetton used this and won some major awards. Some of these commercials/campaigns push the fine line and have ethical issues (should they be shown) but all-in-all, controversial commercials, if done well, can be very effective. The new one is Axe- have you seen their 'sofa with springs' ad in the subways?
Tuesday, February 1, 2005. 02:36AM by Kevin Glennon
Real controversy is simply speaking honestly, and with passion. Commercials are extremely light. Perhaps this has as much to do with the limited time of the spot as it does with the desire to not do anything serious? By simply focusing on one serious message, and explaining it with passion, you achieve "controversy" simply because nobody else is passionate, nor serious in tv spots. Remember the "This is your brain on drugs" ad? And better yet, the followup "This is what happens to your family when you're on drugs" spot? Classics.
Monday, January 31, 2005. 09:31PM by Kim S
Very interesting. Is Benetton still in business? Didn't they try to associate their brand with prison inmates?? I suspect corporations will want to keep their brands "squeaky clean" and not lend themselves to anything too controversial. Particularly ones that are eyeing longevity in the consumer marketplace. Last time I looked we traded in "Merry Christmas" for Season's Greetings and Happy Holidays. That's about as sqeaky as it gets, isn't it? Look what happened with Martha, they dropped her like a hot potato, and now that she's re-habed they're picking her up again. Please, someone, correct me if I'm wrong. TV shows and films are one thing, mainstream advertising, nah.

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