Comments on: Lousy Ad: Häagen-Dazs’ French Riviera

By: garrett bender

garrett bender — Thu, 04 Mar 2010 20:04:26 +0000

That is pretty aweful that HD would write something like that. Its so childish and insulting. Did they not think? I would be firing my marketing department.

By: Vivienne Quek

Vivienne Quek — Tue, 12 Jan 2010 10:29:33 +0000

Whatever it is, Kumar, HD and it’s agency are paying the price now.

By: B S Kumar

B S Kumar — Mon, 11 Jan 2010 19:31:32 +0000

Mistake my left foot toe! They actually tried to discriminate and got stuck with their faces in the mud. Please don\’t tell me the people working in ad. agencies with such high profile clients don\’t know exactly what words mean! It is a BIGGER insult to think we don\’t understand English!

By: Vivienne Quek

Vivienne Quek — Sat, 02 Jan 2010 15:52:03 +0000

Hi Solomon
I’m sure there’s no ill intention, it was just an unfortunate incident that reminds us that words can be mightier than swords and guns.

By: Solomon

Solomon — Sat, 02 Jan 2010 15:17:34 +0000

Well said Vivienne, that words are a ‘force’, which can either build bridges or break them.
If the statement by the brand custodian Mr. Anindo Mukherji’s statement was to be taken into consideration – that the message to be conveyed is to taste the french experience without actually travelling to France. The copy written there borders on pure insanity and gross indifference to human dignity itself. Hence, the indignation is not only justified and but called for.
I perceive that advertising has a purpose and vision. It doesn’t only sell things, but sell them without losing sense of ethics and moral standards. In the very understandable anxiety to carve a great copy and ad which shocks, surprises people, and which can attract many eyeballs, many young people cross the forbidden line and get into huge problems. It’s purely an instinct which needs to be tested with a lot of introspection and thinking to foolproof it with any untoward interpretation.
We all need to understand that each word has a literal and perceived meaning. We need to see if a word has any other connotations which may hurt people’s feelings and sentiments. I think in our frenzied pursuit to do great advertising, there is a great tendency to do the exactly opposite of it.
But who knows it might be a childish ploy to attract more and immediate attention :).
But, in assuaging the frayed tempers the company needs to come out with an open apology that it meant ” Welcome all who wish to visit FRANCE without actually moving from your town!!!
A visit your heart and wallet will agree, including your wife and children!
This is my humble opinion without any offense intended. Let’s forgive and forget this sort mis-communication when a proper apology is tendered!
Solomon