Draft "On Top" Ad Stirs Controversy. But I Like It

Posted by: David Kiley on November 29, 2006

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There is a hulabaloo about an ad that Draft/FCB created to salute award winners at the 2006 Cannes International Ad Festival.
Adweek’s Adfreak bolg and The Chicago Tribune have weighed in on how seemingly tacky it is. The grand prizes at the award show are called “Lions” for those who do not know.

This from the Trib: “The ad with the lions copulating, posted last week on a blog called Adfreak.com (an offshoot of trade publication Adweek) beneath the headline “Draft FCB, always with the classiest ads,” immediately stirred up a stinging barrage of criticism from a growing list of mostly anonymous observers who submitted postings.

One comment derided Draft FCB for being staffed by “rejects from other places.” Another described the people responsible for the trade ad as “hacks” and “whores” who wound up working for Draft and Foote Cone & Belding because “neither agency puts a premium on creativity.” Yet another post at the site claims the ad was the handiwork of none other than Jonathan Harries, Draft FCB global chief creative officer.”

Ouch. And Draft/FCB is issuing apologies for it. The thing is…I actually like this ad. Go figure.

Reader Comments

tommy

December 3, 2006 8:45 PM

I bet the creative "gurus" are talking about how "edgy" this ad is.

"Edgy" doesn't mean stupid. We're having a hard enough time convincing the rest of the world that we aren't out of touch. This proves that we still are.

Congrats to the "big thinkers" that came up with this. As for me, I'm still just trying to solve my business problems. Maybe that's not a big problem for the "big thinkers" at the "real" advertising agencies.

Al Itson

December 8, 2006 6:13 PM

Here you go.

James Leonardson

December 11, 2006 1:01 PM

"I like it" is not a critique.
Write this 100 times on the chalkboard before you go home today.
Clients, creatives, and account people need to stop using this talk during the approval process. Is the concept strong or weak? In what criteria is it strong or weak? What are the important issues from the point of view of the audience, and what does the ad say about them? Will the audience swallow the idea?
If there is a concept in this Draft ad, it is some little malformed one floating in the lizard brain.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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