Automobile Collectibles

Last week, GM pulled a Corvette ad off the air. The ad showed a child watching a parked Corvette and the dream of cruising through New York so quickly that makes the car into the air.

Now, I'm sure most people who drive into Manhattan, I think even reach 30 mph is a dream unattainable. So this space was not obviously based on reality, just another car ad with some cool footage of the future.

There was even an important caveat at the bottom of the screen that read: "This is a dream. Do not drive without a license." However, auto safety and several advocacy groups complained children GM. And GM agreed.

Is it a bad deal for doing creative work that capture the complaints? Is it so irresponsible that is interpreted as a form of medical negligence? And if it costs the customer time and extra money to tackle the problems, agencies should be held responsible?

I think it is also turning to just say "Oh, the spines of corporate weasels GM folded because of a few paranoid moms." or "GM expects to get all the controversy and love all the free publicity." The issue is a bit more complicated than that.

I speak from experience here. I've written 2 radio spots actually generated complaints. We certainly did not figure to get that kind of response, however I have received a copy of the letters and turned up in my cubicle, a kind of badge of honor. Our client dismissed it as "well, at least the points are remembered." However, our client was in the gambling business, and there is little moral high ground there.

No matter what the business of our clients are, we must live with the idea that advertising, simply can not win a popularity contest. Like music, movies, books and other forms of pop culture, always runs the risk of pissing off someone. And since most unsolicited advertising is, people are more dismissive of the ads that do not like.

But here's the paradox: In advertising, there is always a steady flow of new ideas and concepts. That's where the reward-and risk-lying.

New ideas are always in question simply because they are new. We have no history to judge them against. And new ideas aimed at changing the status quo, which means the current position of a person of power, wealth was challenged and status. Or, if an idea challenges conventional wisdom, someone they perceive as a threat, and try to muzzle it. Ask Salman Rushdie or Mel Gibson.

Each piece of advertising has some importance and influence, whether positive or negative. The only alternative would be to produce ideas that are totally Milquetoast. In other words, no guarantee that offensive. Tried and true. Sure. Bored. Resulting in messages that are roundly ignored. And the publicity that the creation of strongly ignored is a waste of our customers money.

You have to draw their own conclusions about whether shows an 8-year-old dreams of excess speed in a Corvette is a dangerous idea that could encourage reckless behavior or imitation. To paraphrase William Hurt in "Broadcast News," " It is difficult not to cross the line. They keep moving the little sucker, huh? "

Maybe GM knew the risks when they approved the point. Perhaps they thought that the warning was legally correct and nothing more to do. (The point, of course, was directed by Guy Ritchie, who is married to Madonna – Pepsi fell after seeing her "Like a Prayer" video. I guess that runs in the family.)

There will always be that the controversy over the ads. There will always be resistance to new, unfamiliar or risky ideas ar. We just have to keep doing, and advertising agencies have to provide a framework to encourage them. Because the time it stops, when the advertising industry is really dead.

About the Author:

Branding. Religion. Censorship. Office politics. Global politics. Sexual politics. And getting drunk during a job interview.
Since 2002, Danny G. (a.k.a. Dan Goldgeier) has been writing the most provocative advertising columns ever published. They’re all witty, thoughtful and probing, and a must read for those who want a perspective rarely seen in traditional industry publications.
An Atlanta-based copywriter and ad school graduate, Dan has worked at shops big and small. He reads incessantly about advertising, and is a whiz at rock & roll trivia. Learn more about him by visiting his copywriting website or AdColumnist.com, the View From The Cheap Seats Archive website. You may also find articles by Danny G at TalentZoo.com.

Article Source: ArticlesBase.com – Corvettroversy (originally Posted on Talentzoo.com)

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