Please watch this video and look at the pictures before reading my comments: http://www.koreus.com/media/pub-ford-sportka-chat.html
This article will be the last. I choose these pictures and this video to talk about the impact of publicity and its place on Internet. In fact, there is no real campaigns but, in forums and newsgroups, ads are numerous.
The ad with the cat and the Sportka received a very big success on Internet, perceived sometimes as chocking and sometimes as amazing. But for the brand Ford, it’s more the first opinion, they declared that they wouldn’t have accepted this ad.It would have been elaborated by an agency especially to be diffused by emails and words of mouth.
The representants of the brand, declared they didn’t agree with diffusion. For them it was unacceptable. In the same time, the agency reacted: it was an isolated incident, organised by an employee. To confort opinion and organisation of protection for animals, they explained that the decapitation was made totally by pictures withouth animal.
Now, I can give the parallel with Puma.they want to make people talk about brand and advertisement. With the sexual connotation, where is the link with the sport? In forums, there is a lot of comments about this ad, with humour and critics, in particular because the image of women. Women stay again “a victim” and there is no reason here, to mix sport and sex.
But sex sells, doesn’t it? Puma understood it. This sort of advertisement is extremly efficient. Brands know the power of internet and and its speed of diffusion. they use of it.
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