Special Blog: Socially Responsible/Socially Irresponsible Ads

SOCIALLY IRRESPONSIBLE ADS:

This new E*Trade babies commercial created by Grey may seem innocent at first view, however, there is one line of dialog in the TV spot that makes it socially irresponsible. The E*TRADE baby talks to his girlfriend about the importance of building a diversified portfolio with E*TRADE's online tools but she wonders what else he's been up to in his free time and why he hasn't called her back. She asks, "And that "milkaholic" Lindsey wasns't over?" Now, don't get me wrong, I know that Lindsey Lohan has made PLENTY of mistakes and has battled with drugs, partying, and alchohol, but she is still a human being. The girl gets enough flack and jabs from the tabloids, she doesn't need it now in a National commerical. This just seems like a low blow. As a society we should be trying to better the world and treat people the way we want to be treated...this ad is socially irresponsible because they take a stab at a young girl who is clearly troubled. This commercial must have cause her and her family a lot of shame, embarrassment, and pain.


This next commercial for Altoids Sours (created by Leo Burnett Chicago) is also socially irresponsible. This commercial could be offensive to both people who support same-sex relations and those who don't support same-sex relationships. Either way, the tv spot is just plain raunchy and appropriate. The man testing the Altoids sours asks the younger boy if he can taste the fruit (in the Altoids). After saying that he can not taste the fruit, the old creepy looking man gets up, wearing underwear outside of his pants with pieces of fruit dangling from it), and moves his hips slowly and seductively right next to the boy's face. He then proceeds to say "Can you taste the fruit now?" Gay people do not appreciate being called "fruits" and this is exactly what the meaning of this commercial is.


This next commercial for Sprite created by Lowe (HQ in London) is socially irresponsible, however, I don't think they intended for it to be. When the boy's favorite WWF wrestling star shows up, he is super excited to wrestle him. The socially irresponsible part is where the wrestler throws the young child around like a rag doll and smashes his head into all sorts of hard objects. These injuries would clearly be threatening if this was reality. Even though the clever and funny tag line "Don't count on Sprite to do anything but quench your thirst" perfectly fits the theme of the commercial, this ad could potentially promote violence and child abuse. Smaller children could also see this commercial, misunderstand the tag line, and try something dangerous after drinking the beverage.


SOCIALLY RESPONSIBLE ADS:

In this K-Y Yours + Mine commerical, an embarrassed looking Midwestern couple talk about K-Y Yours + Mine lubrication. When they talk about the lubricants combining a black and white clip of a couple dancing is shown. When the commercial cuts back the couple they are shown smiling and mostly under the covers of their bed. K-Y is a company, just like any other company, and they need to find a way to advertise their products without young children picking up on what they're used for and also without being too sexual. I believe Mother (HQ in London) did an excellent job with this commerical because if a young child sees it, he/she will not understand that the product is used for sex. The commerical does not once even mention the word "sex". The couple sits in the bed (something mommy & daddy do at night time) and instead of showing any phiscal contact, the commerical cuts to a couple dancing while they're supposively using the product. Adults know what the message is, children do not...aka a socially responsible ad!



This next commercial for Trojan condoms, created by Trojan's New York based advertising agency of choice, Kaplan Thaler Group, has been banned from FOX & CBS because it's not "appropriate for television". However, I have to disagree. If condoms aren't advertised, they are not going to be used as much. By associating men who do not use condoms with pigs, women will realize that men worth dating will use condoms to ensure their safety and to prevent unwanted pregnancy. There is nothing sexual in this commerical, making it appropriate for showing on TV. I've seen Victoria's Secret commericals WAY worse than this!


This Truth ad created by Arnold & Crispin Porter + Bogusky is socially responsible because it is showing society the effects of smoking, rather than just telling everyone smoking kills. The spot is titled "You Don't Always Die From Tobacco" and it strikes a chord with the audience and makes them realize that even if you don't die from lung/esophigeal cancer, you may still be negatively effected by smoking. Smoking kills hundres of thousands of people a year. By showing ads like this that put fear/awareness into the minds of society, hopefully the tobacco death rate will decrease.