What Were They Thinking?

I would blame some recent advertising blunders on the recession (people not thinking clearly with lack of job security) BUT the most recent What were they thinking? comes from BRAZIL with WWF and DDB.

Check out this print ad created for WWF by DDB Brazil:

The copy reads: ""The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it."

Really guys?  Are we going to compare disasters to make one more important?  Can't we help one group of people without belittling another?  I mean, attacking 9/11 loses many possible contributors... the tsunami may have hurt more lives, but that doesn't mean you can create such a tasteless image of another event and stir up memories for those still in pain? And really, are those people going to contribute to WWF now; I wouldn't.

Luckily, this ad that has recently surfaced was created by a creative team that DDB said in a statement on Wednesday that was "unexperienced" and "no longer with the agency."  They also mentioned that the ad  reflects the feelings of the organization or the agency.  Yeah, I wouldn't want the negative credit either.  I don't know how I feel about this modern world where a public statement can get you out of trouble... Bill Clinton anyone?  Australia?  

WWF claims their logo was used in an ad that no branch of their organization ever approved... guerilla ad art perhaps?  Let's hope and just be mad at the artists... they are used to outcastedness.  

DDB Brazil says that although they apologize for the ad, it was approved by WWF Brazil and did run.  It even won a merit award in the One Show.  There is an extremely more disturbing video version of the ad that comes a little too close to home that neither take responsibility for.   

Yes, the ad has legs, is buzzworthy - still talked about over a year later, and is impacting.  However, it is far too self-defacing to another tragedy and takes advantage of it.  The Tsunami was horrific and the WWF is a fantastic organization BUT the two should have never been linked in the effort to promote one or the other.  

I am a firm believer in creating an ad based on an innate human truth.  When a product/service is sold to a person because there is a place it fits in their life - rather than with fancy words or features, they need the brand and desire it. It rescues them from their lacking feeling in life.  This ad does nothing of the sort - it belittles in an effort to scare.  I don't know anyone who desires being humiliated and afraid.  

Good luck sorting this one out guys...    

*** UPDATE: BBD admits to creating the video version also and submitting it to Cannes.  Some speculate the ads are more award driven than produced in the client's best interest.