Just when you thought the DDB/WWF thing couldn't get more over the top, what with Keith Olbermann calling them the Worst People in the World (see video above) and mainstream media beating up on them, it seems that there's also a TV commercial that goes with the print ad.
And then, because these things take on a life of their own... DDB and WWF issue a press release, as reported by Ad Age:
DDB Brasil and the WWF hammered out a statement posted in Portuguese on both groups' Brazilian websites Wednesday afternoon apologizing for the ad and attributing it to "the inexperience of some professionals on both sides, and not bad faith or disrespect toward American suffering."The matching TV spot? Well, that's easily explained away too:
The statement continued, "WWF-Brasil and DDB Brasil reaffirm that the ad never should have been created, approved or run. They deeply regret that this happened, and apologize to everyone who has been offended."
A DDB Brasil spokesperson in Sao Paulo said a video version of the ad being circulated on the internet was not done or authorized by the agency or the client. She said DDB execs first saw the video, which features slightly different copy, on the internet and don't know who created it. (emphasis added)And more still: it seems the reason we're all aware of the ad is because it "accidentally" slipped into a packet of ads that the PR department was sending out. (also via Ad Age article.)
I guess if you're going to go for it, you might as well go all the way: sleazy ad, sleazy response.
It just makes all of us look really, really, really bad.
PS: If you want to get a taste of how this is being perceived by the Brazilian ad community (and how much they dislike the US), check out this blog (English translation via Google)