A visually striking reminder of the awful power of hate speech; Audi apologizes for ‘insensitive’ ad

by Chris Powell

A visually striking reminder of the dangers of hate speech

Brazilian agency network 3AW (which bills itself as the 39th largest agency in the country) has created a series of visually striking ads that show how hate speech affects its target.

Translated as “Hate speech kills,” the campaign is for the Brazilian non-profit NOIZ, which works to bring about social justice through “education, professionalization and improvement of living conditions” in Rio de Janeiro’s poorest communities.

The campaign shows people verbally berating women and minorities, except that their tongue represents a weapon like a knife or gun, or in one case a clenched fist. The accompanying (translated) copy says that in Brazil, hate speech is a direct contributor to the murder of women and minorities.

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Audi apologizes for ‘insensitive’ Twitter ad

Audi has publicly apologized for a recent Twitter ad for its RS4 Avant model after people complained that it conjured up images of accidents involving children and sexualized its young female star.

The ad featured a young girl casually leaning against the front grille of the Avant, accompanied by the headline “Let’s your heart beat faster — in every aspect.” Critics pounced on the ad, pointing out that it downplayed the dangers that cars pose to young children, while others contended that the banana represented a phallic symbol.

The German automaker kicked off a three-part apology by saying “We hear you and let’s get this straight: We care for children.” It explained that the campaign was promoting the car’s more than 30 driver assistance systems, and noted that the campaign featured various family members.

“We sincerely apologize for this insensitive image and ensure that it will not be used in the future.” The company also pledged to conduct an internal examination to determine how the campaign was created and if “control mechanisms” failed. As of Tuesday, the ad remained on Audi’s Twitter feed.

Publicis Groupe fires Tom Goodwin over controversial COVID takes 

Publicis Groupe has parted ways with its head of futures and insight Tom Goodwin after a series of tweets about the COVID-19 pandemic in which he downplayed the seriousness of the public health crisis.

In a statement shared with the U.S. trade publication Adweek, Publicis Groupe said that Goodwin’s posts “do not meet the standard of conduct we expect of our company’s employees and were not aligned with our values. Publicis and Tom have parted ways.”

On Aug. 2 Goodwin—who has more than 38,000 followers and is popular in ad-world Twitter—said it was “totally baffling” that someone who dies from COVID is more preventable or tragic than someone dying from a delayed cancer diagnosis or surgery because of the lockdown. That led to a response from R/GA U.S.’s chief strategy officer Tom Morton, who accused Goodwin of engaging in “clickbait contrarianism.”

Goodwin responded to the backlash with a series of Aug. 3 tweets in which he said that in 2020, people are only permitted to have “perfectly aligned” concerns.

He added: “Not sure what the point of a voice is if you are not going to use it for what you believe to be right,” adding “Intentions matter the most. It’s not to seek engagement, not build a personal brand, but (an helpful) compulsion.”

Kraft Mac & Cheese is now a breakfast food?

While we’ve never once considered Kraft Macaroni & Cheese part of a complete breakfast, it’s apparently a thing. In fact, a recent survey of 1,000 U.S. parents conducted by the snack food brand found that 56% have served their kids Mac & Cheese for breakfast more often during the COVID crisis.

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Kraft is embracing the item’s improbable role as a breakfast item with a new campaign that includes changing the word “dinner” on its packaging to “breakfast.”

It is also giving away a special Kraft Mac & Cheese “Breakfast Box” that includes a placemat for kids to colour, a magnet with breakfast topping suggestions and a mug. “Kids are full and far less cranky, while parents can peacefully work from home, teach, and do the millions of other tasks required of them,” says Kraft in a press release.

The accompanying ad from Vayner Media opens with shots of a blissful morning (soundtracked, naturally, by Rossini’s famous “Morning Song”) before transitioning to user generated footage of out-of-control kids. It’s the same Mac & Cheese they love, the ad says, except “100% more breakfastier.”

 

KitKat helps Australian suicide prevention charity

Nestle is partnering with Australian suicide prevention charity R U OK? to encourage people to have more meaningful conversations about mental health.

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Special packaging on KitKat chocolate bars will include the message “Have a break. Ask R U OK?” Nestle will also help raise awareness for the charity’s 2020 campaign focus of
“there’s more to say after R U OK?” which encourages people to keep the conversation going when someone says they’re not OK.

“As a brand, KitKat is synonymous with taking a break; whether it’s at work or at home, long or short, it’s important to take some time out,” said Nestlé’s head of marketing confectionery, Joyce Tan. “How that time is spent is also important, which is why we’re proud to partner with R U OK? and encourage people to use this time to have a meaningful chit-chat that could make a difference.”

Chris Powell