How to Cut Through but Not Offend? Verizon, Snickers Latest to Fail Test

Furor Over Ads Is a Reminder of How Easily a Blowup Can Occur

".....Meanwhile, a no-less-intense furor was brewing over an entirely different perceived offense against a totally different group of, um, life forms. Dog owners and canine organizations foamed over a Verizon Wireless commercial featuring a pair of snarling pit bulls that leap to devour a guy but fall short because of their chains. (Across the pond, another canine ad scandal formed around Churchill Insurance when its loveable spokesdog was accused of adding a barely audible obscene coda to his catchphrase.)

By week's end, both Verizon and Mars had caved under the pressure, showing that this, apparently, is no time for ads that risk offense -- not particularly good news for brands. With the sheer volume of commercial messages swelling, consumers are harder to reach than ever. A tried and true way of slicing through the noise is to prick or even jab at their sensibilities, an approach that may not lead directly to sales but may get a brand some much-needed attention. As a Verizon spokeswoman told AdAge.com: "These are fictional ads, designed to be over-the-top, to break through the clutter and get our message across. ......"

To read the whole article and to view the offensive video, see:

http://adage.com/article?article_id=129929