It’s been quite a week for big name brands having their adverts banned, with Coke, Renault and Heineken all suffering the same fate. In Coke’s case the ad was deemed to be misleading to consumers, while Renault’s was banned for objectifying women, and Heineken was given the red card for showing people drinking at a football stadium.
Let’s focus in on Renault. It’s a matter of personal opinion whether the Advertising Standards Authority is being heavy handed or not, but just how did this ad make the cut in the first place? Did Renault go with it knowing full well the potential reaction, and therefore the potential for headline news, taking the view that there’s no such thing as bad news? After all, it’s got people talking. Or did Renault genuinely not think through the implications and possible consequences of such an ad? If that’s the case, it is far more worrying for the brand going forward.
Of course, to be successful, ads need to be attention-grabbing, creative, persuasive and memorable but surely it would be better if it was for the right reasons?