Wed Apr 14, 5:02 pm ET
Ah, advertising. The 1930s performer Will Rogers famously referred to it as
"the art of convincing people to spend money they don't have for something they
don't need."
But that time-honored tradition can easily run afoul of the other mandate of
the modern advertiser: to amp up the imagery, language or overall shock value
of an ad to get your client's product to stand out in a crowded marketplace.
Lately, the clash of these central directives has generated a lot of buzz for
some major ad clients just not the kind that they were hoping for.
Burger King's "The King's Gone Crazy" campaign
The ad in question features BK's trademark king running frantically through an
office building, apparently as an escaped mental patient, pursued by a man
dressed in a white lab coat who yells, "Stop that King, he's crazy!"
The runaway King proceeds to run through the glass window of a break room to
hand a burger over to a woman standing next to a microwave. Then two bow-tied
men materialize and subdue him the clear implication being that they are
attendants from a mental hospital. They tell the shocked woman holding the
burger that "this King's insane" for giving away "so much beef for $3.99."
Smitten with the low price, she replies to one of the attendants, "you're the
one who's nuts." You can watch the spot here:
Once the ad aired, it drew outraged protests from mental health advocates.
Michael Fitzpatrick, the executive director for the National Alliance on Mental
Illness, told the Washington Post that he found the ad "blatantly offensive,"
saying that he was "absolutely stunned and appalled" when he saw it.
Some have pointed out that the ad which recently ended its scheduled run
was reminiscent of the old "Crazy Eddie" discount electronics store ads that
ran in the Northeast for a number of years. The real Crazy Eddie, a man by the
name of Eddie Antar, spent a number of years in prison on fraud-related
charges. The cheap-burger-slinging King remains on the right side of the law,
so far as we know.
Nike's Tiger Woods comeback ads
By now you've probably seen the commercial Nike started running last week in
conjunction with Tiger Woods' return to the golf circuit, and there's a good
chance you found it creepy. The ad featured a sorrowful-looking Woods staring
into the camera, accompanied by a voiceover of his deceased father, Earl Woods.
The spot made it appear as though the superstar golfer's dad was giving him a
good talking-to from beyond the grave.
"I want to find out what your thinking was," Earl Woods is heard to say. "I
want to find out what your feelings are. Did you learn anything?"