Just imagine: You and your team spend weeks and weeks preparing the perfect print campaign. You pull all nighters, tweak graphic designs, and perfect copy. Then on the big rollout day, you get banned. The horror!
It should be a crushing blow. But if you’re an expert social marketing group like PETA, being banned from the airwaves/billboards of the world is all just part of your master plan. Proving once again that they’re one of the most PR savvy organizations out there, PETA took yet another advertising ban in stride on July 15th. Canadian officials put the kibosh on pro-vegetarian ads featuring a bikini-clad Pam Anderson marked up with different cuts of meat. The tagline: “All animals have the same parts. Have a heart. Go vegetarian.”
Failed Graphic Design? Or Brilliant Strategy?
It’s a great piece of graphic design work, with a highly illustrative (if not provocative) visual. But Canada wouldn’t have it. No worries–PETA was standing at the ready with press releases, tweets, and status updates about the latest in a series of bans, and essentially garnered more media attention than the ads alone would have. Lucky for PETA.
Bnet’s Catherine P. Taylor, in a rant against ads like “Man Crunch” that were rejected from airing during the Superbowl, notes that many of these ads never really intend to be aired anyway. They’re purposefully engineered to simply ride the wave of media that follows after telling the world they’ve been banned.
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