Here in Australia the media is in uproar because an ad developed by the Australian Tourism Office has not been allowed to be shown in the UK because it contains the word “bloody”.
I should rephrase that – Here in Australia the media has pretended to be in uproar etc etc.
This TV advertisement was rejected because in the final scene the girl says “So where the bloody hell are you?”
Big Deal….But Let’s Make A Fuss
So the media have got hold of the story and run it into the ground. I’d assume they’re saying the same things in the UK.
The newspapers today are filled with indignant letters from outraged Australian’s that the ad has been banned because of the use of the word “bloody”.
And every single letter or news article on the issue has some pun using the word bloody.
But that’s not my point (but couldn’t these letter writers be just a little more creative!).
Easy To Generate Publicity
It’s easy to generate publicity. The banning of this ad in 1 country because of the use of a not-very-offensive word was all it took to increase the viewing of the ad probably by 300%.
Simple and effective marketing.
You need your marketing to be a story. That is, people need to talk about your product or service.
Did The Ad Agency Or Client intentionally Get The Ad Banned?
I guess the question is “Did they develop the ad with the intention of getting it banned?”
Probably not. But I’d guess they developed the ad with the intention of it being controversial. The ad being banned is just a bonus.
One that they probably anticipated and an aspect they’d be delighted about. (Although you would think the ad agency knew the content restrictions on the ads they produce for the UK market and that they’d know it was a good chance to be banned.)
Everyone loves controversy. Running a controversial ad works because people want to see. Doing controversial things works because people are interested.
How Can You Be Controversial?
How can you be controversial? How can you gain coverage of your business? How can you make your business newsworthy?
Cheers
Brendon:
So, I clicked on the link to see the commercial. . . then I stayed at the site (a damn good web site, by the way) for about 30 minutes and watched the commercial at least five times.
Bottom line: I want to go to Australia–NOW! I’ve got to get back to Queensland even if I have to rob liquor stores to get the money.
See, the controversy works.
As an American, I have no idea why the word “bloody” is offensive. Can you explain?
Also, where can I get an MP3 of the song, “where the bloody hell are you?” I just can’t get it out of my head.
Keith in America
Howdy Keith
Nope, no idea why the word “bloody” is considered so offensive to the English. I’ve just spent a bit of time in London and they’re more relaxed (I thought) with their advertising – bare breasts, etc.
And the images aren’t that unusual. It wouldn’t have taken ages to find those great locations.
And sorry, no idea on the song.
Cheers
Brendon