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The One Club, who awarded DDB Brazil a merit award for their September-11th-tastic ad for the WWF, has revoked that award and declared no more fake ads will be tolerated! Take that evildoers. Meanwhile, Jenny 8. Lee has penned a breathless piece over at CityRoom regarding these so-called fake/phantom/scam ads. She points out that the ads are created solely to win awards (an ad world prestige)—in the words of DDB Brazil's president Sergio Valente, upon winning one such award, "you show everybody, ‘Look how good, how clever I am; how at the top of the trend I am,’ and, of course, everybody wants that." Will the Mad Men of the world soon be scared to push the limits?
After 9/11 Controversy, Award Shows Says No More Fake Ads!
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Without fake ads, there are no ad awards. I challenge the One Show people to reveal what percentage of their winners over the past five years were "fake."
I'm fine with pushing limits but sometimes you have to ask yourself if it's too far. I think using the attack on 9/11 was in terrible taste and I think it's not sensitive to the many many people that lost family and friends in the attacks. I was one of the lucky ones in NYC and did not know anyone that died. I did however witness it and had a lot of the debris dust and burned paper end up all over my neighborhood. I think this ad was not well thought out. I get the point and it's a very strong message but it's also one that brings up unpleasant feelings and memories that I don't need to be reminded of. I hope they use a little more thought next time.
To further that thought, it is a very power strong message that had nothing to do with the issue they intended to advertise. Wrong idea, wrong cause.
Good article by Jen Lee. And Valente is a dick.