Avoiding Negative Publicity: The Do's and Don'ts of Advertising

Take a look at this advertisement. What is the first thing that comes to mind?     Shock? Anger? Hatred? Fear? Would you think it was for Homeland Security? The 9/11 Memorial? In actuality, this advertisement was pitched for the World Wildlife Fund.   Just over a week before the eighth anniversary of September 11th, this controversial advertisement was pitched to the Brazilian branch of the World Wildlife Fund (WWF). The ad features dozens of airplanes in mid-air, flying directly into Lower Manhattan with an accompanying tag line reading "The Tsunami Killed 100 Times More People Than 9/11." Underneath the comparison of 9/11 to the Tsunami, the WWF's signature logo of the panda is displayed next to the copy of the ad: "The planet is brutally powerful. Respect it. Preserve it.”  The Brazilian design firm DDB Brasil designed the advertisement and, according to... [Read Full Article]