Marketing to Special Interest Groups??

Several columns of late have been written on Businessweek’s ‘Brand New Day’ blog regarding recent TV advertisements that have been attacked by special interest groups [SIG]. Those corporations coming under the most fire: GM for it’s robot/jumping off a bridge dream [under fire by MH and suicide prevention groups-according to BW] and Snickers for it’s quick/do something manly commercial [under fire by gay rights groups]. As for the GM-spot SIG-reps say that potential suiciders might be influenced by the ad and follow the tagline. Phooey I say. That sounds strikingly similar to the “condoms are a prelude to sex” argument. <>

Initially GM stated that it would run the ad as intended and would not make any changes. Less than a week later execs finally relented and edited the last frame – rather than actually show the robot jumping off the bridge, he just stands on the bridge at which point the frame changes. With this minor and seemingly meaningless edit [a reactive proposition that I feel holds zero value anyway since the implication is still the same], I was displeased with GM for folding and responded to the column with a post. But I’ve seen a number of folks that felt that the ad was thoughtless and irresponsible and I wholly disagree.

In the middle of stressed-out work day I say all the time – That’s it; I’m throwing myself out the effing window – colleagues say it, friends say it. If I’m not saying it, I’m usually holding my hand to head in a gun-like cocked manner and pulling an imaginary trigger. We’re not and I’m not advocating suicide. When watching the GM ad - the point is “we get it”.

Whether you’re overweight, a little fugly, blonde, brunette, a sexy woman or a pot-bellied guy, or you reflect one of the gazillion other circumstances in life that at the core of our cultural biases will always generate not-so-well received stereo typing – we [in the media and as a society] have to be able to draw the line between that which truly offends and is abhorrent and that which pokes fun at our own failures, insecurities and tendencies for political incorrectness.

If TV-watchers are truly offended by the content or implied meaning of an ad – they’ll let you know. Special interest groups represent the minority not the majority; And the majority are cognizant enough to make up their own minds.

As for the snickers spot, I thought it was hi-LAR-ious and was sad to hear it got the “SIG”-ax.