For example Groupon, who in my opinion, had a very tasteless commercial this year. It started out with what seemed a very human rights approach to the Tibetan troubles, but then turned it around and started talking about how you can pay less for Tibetan food at Groupon. The whole commercial confused me and turned me off. I was feeling very connected to the cause that was presented and then all of a sudden it was about getting food for less money. It put you on an "emotional high" and then sent you crashing into the valley of discounts.
On the other hand VW did a fantastic job and their commercial has been one of the most talked about this year. VW not only hit the nail on the head, but they did it with ageless class. This commercial is as relevant today as it would have been when Star Wars first came out. It was applicable to all age brackets and truly allowed you to focus in on the story that was presented. They used the power of actions rather than the power of words and it truly worked to their advantage.
Both of these companies have been successful and I have had personal contact with both. However, that being said I'm a little less inclined to go to Groupon now that I have first hand seen how tasteless they can be. Obviously, Groupon did not see this advertisement as tasteless or even offensive, but that is how it came across. Is it worth risking your companies reputation just so you can say you had one of the best Super Bowl Commercials or in this case the worst? How many commercials do you actually even remember from the Super Bowl? Will you still remember them in 2 or 3 years? Is the risk for marketing departments worth the reward?
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