Exploiting one to show the disaster caused by the other = a whole new level of bad.
And that's exactly what a new ad for the WWF was doing right before it was swiftly pulled. DDB Brasil were behind the ads, which had both print and video executions. The video can still be seen HERE and shows an exaggerated recreation of the 9/11 disaster, with a large number of planes seen flying towards the New York skyline.
It's meant to highlight how much more catastrophic natural disasters like the tsunami are opposed to manmade ones, here 100 times as many people through natural causes, but really, it just leaves a bad taste in your mouth. To rub salt in the wound, both the print and video versions of the ads were entered by DDB into this year's Cannes Festival! Ouch! DDB initially denied responsibility but a presidential apology was later offered from the Brasil office and later from the global CEO who said : 'I find the advertisement offensive and insensitive and I humbly apologize on behalf of myself and the employees of DDB Worldwide.'
I think it's really really distasteful to release something like this, especially as it was circulating right before the anniversary of the 9/11 disaster. The CEO's opinion of the ad as offensive surely suggests some issues in terms of quality control at their Brasil office too; how did they let this one fall through the gaps. Shocking. So despite the apology, the damage has been done, and as much as i love the WWF and what they stand for, i'm astounded that they agreeed to put their name to such an insensitive ad campaign. Boo.
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