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I Couldn't Believe What I Was Seeing

I Couldn't Believe What I Was Seeing

September 03, 2009

You know how sometimes when you look at something, you say to yourself, 'What on Earth were they thinking?' Well, this is one of those times.

What were they thinking?

This is a commercial created by a Brazilian marketing agency, whose execs seem to have no sense of judgment or decency whatsoever, as part of an ad campaign for the World Wildlife Fund. It shows dozens of animated planes flying towards New York City skyscrapers with the tag line:

'The Tsunami killed 100 times more people than 9/11. Our planet is brutally powerful. Respect it. Conserve it.'

Warning: If you feel this ad may be offensive, please don't view it.

The WWF and the ad agency, DDB Brasil, have both issued statements apologizing for a print ad with a similar image they say 'should have never been made,' according to The Guardian newspaper in London. DDB Brasil initially denied involvement in making the video commercial but owned up to it today after it was shown that the ad agency submitted it for an advertising contest, The Guardian reports.

Wow! Create a tasteless ad 'then deny involvement' and then apologize?

For business leaders, it's another reminder of how we need to set the tone in our organizations. We set the moral boundaries of what's right and what's wrong for our companies. And when we don't, it's easy to see what happens.

Share your own comments below.

Taking you from where you are to where you want to go,


Jon Goldman, President