WWF reputation endangered over shameful 9/11 video advert
An offensive WWF advertisement taking the horror of 9/11 to illustrate the power of nature has provided an illustration of some of the most awful judgement in advertising and ham-fisted crisis management imaginable.
If it wasn’t so obviously offensive, the clumsy crisis management and outright lies of the players involved would make for an incredulous sitcom that would be cancelled after the abysmal pilot.
The print advert (pictured right) is mild compared with the impact of the 56-second video (below while it remains live on YouTube). Initially it appears to show the tragic events of 9/11 with the two airliners crashing into the twin towers... but then more roar in - 100 more. All look set to smash into the city before it fades out and makes the point that the tsunami claimed 10 times as many lives as 9/11 and we should respect nature.
With the offensive advert rapidly doing the rounds online and indignation rising in America where understandably 9/11 still provokes strong emotions, not least as we are days away from the anniversary. The production quality is high which makes the problem worse! This is not a mash up on YouTube; this is the professional output of a previously well respected ad agency.
The WWF panda quickly roared as it saw its reputation become endangered and swiftly denied it had anything to do with the print or far more inflammatory video, which it condemned outright. Ad agency DDB Brasil first concurred saying it had been done on spec and but also denied it had been entered for an award.
Then the Panda wobbled, choked on the bamboo of reality and said it might need to investigate further and at the same time the video has also been entered for and won an award for its creativity.
The truth was rarer than a Giant Panda in this debacle and as it turned out the WWF in Brazil had supported the advert and then DDB Brasil admitted being somewhat creative with the truth and blamed young professionals for being anything but.
Did no-one stop and say ‘Hang on chaps, isn’t this a little close to the knuckle?’
To be fair, making the point that 10 times as many people perished in the tsunami disaster in South East Asia than were murdered by terrorists on 9/11, does highlight the parochial nature of national mourning – but it also highlights the crass stupidity to make a video showing a hundred airplanes bearing down on New York.
The fallout from this will carry on for weeks to come – DDB’s parent company manages some iconic American brands like Budweiser and McDonald’s, who must be left with a nasty feeling in their mouths right about now.
The difference between a comedian making a joke in a dimly lit basement and a famous ad agency decided 9/11 is a great subject for a advertisement is worlds apart – as much as a contrast between an act of terrorism and an act of nature.