“Not everybody likes surprises.” These are the words that YouTube watchers have been hearing in a highly controversial Mr. Sub ad that was leaked this week. That is, of course, right after Dad tells little Mary and the gang that he is “like super, super gay.”
Out of left field, the LGBT division at CAW (Canadian Auto Workers union) objected. Hard to say why it was them, but they’re entitled to their rights.
As we know, the fine line between funny and offensive is dangerous, and notably, some people can push the envelope a lot more than others. Mr. Sub never even formally released the ad and they’ve learned that the hard way.
Interestingly, BOS, the agency that actually created the ad, is taking almost none of the heat. In contrast, Mr. Sub has been making every effort to smother the ad as they’re already neck-deep in hot water. They have contacted YouTube users who have posted the video with cease and desist notices, and hastily parted ways with BOS. Hopefully the video above will survive.
Salute BOS for taking a risk (you have to sometimes), and also Mr. Sub for being responsive to social forces. Sensitivity and tastefulness are important in mass communications, but frankly, sometimes you’ve got to lighten up. One could argue that if this ad demeans the act of coming out, then adding humour to Viagra commercials is equally crude as it makes light of male impotency. Perhaps this sort of thing is more suited to an episode of Family Guy, but is the content really that offensive?
It is in these situations that we see how susceptible a brand is in a media-saturated society. It only takes a handful of people to make an opinion heard. Whether it’s a strong-worded email to the company, an innocent-seeming tweet, or just telling a few friends, it all adds up. As a seriously peeved Marge Simpson once said, “I’ll show them what one screwball can do!” She later drives Itchy and Scratchy to ruin.
It’s good to be bold, but there are conditions. You’ve got to be accepting of risk, you’ve got to be responsive, and finally, you can never forget to watch out for the screwballs. They’ll kick your ass.
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