Okay peeps, I HAVE CAT just broke the news about a new ad campaign by the Lung Cancer Alliance.
Tell us what you think.
Okay, now we'll tell you what we think.
I've worked in advertising, marketing and PR for
It's the kind of idea an eager intern would come up with, not knowing any better. Usually somewhere along the line, someone older and wiser stops a campaign like this by explaining to said intern the difference between delivering the unexpected and delivering offensive content.
This campaign crosses the line by offending major segments of the population: people who are older, people who see themselves as hip, people who have tattoos. (If you care to be further offended, you can see the rest of the campaign at NoOneDeservesToDie.org)
I understand the desire to deliver the unexpected. Done well (oh, and isn't THAT a key ingredient!) it can be incredibly effective. In fact, making people go "huh?!?!" is my most favorite kind of creative treatment. Take a look at an ad my former agency designed and you'll see what I mean. It crashes together two completely unrelated ideas to get your attention and make a point. It even *gasp!* uses a stereotype, but (IMO, at least) not in an offensive way.
Again, we'd like to hear from you. Tell us what you think. Did the Lung Cancer Alliance go too far?
If so, please tell the Lung Cancer Alliance that their ad agency failed them in a major way when they delivered such an offensive creative treatment for their latest ad campaign. Ask them to pull the campaign immediately. An organization that does good, like the Alliance, cannot afford bad publicity.
You can tweet them at @LCAorg or email them at email@example.com.