There advertising has always been the soul of commerce (link) and the best media campaigns are those that attract so many criticisms, sometimes however marketing choices can be controversial and the motto <the important thing is that we talk about it> it's not always a choice that pays off.
2018 started with a series of criticisms for H & M (the famous clothing brand) unleashing a real one media storm. In fact the Swedish chain has been strongly criticized for the advertising of a sweatshirt worn by an African American child with the inscription: "Coolest monkey in the jungle"(The coolest monkey in the jungle).
Advertising similar or slogan analogues have often been produced by the market but never juxtaposing such explicit and strong images. The rest was the social world first to raise his voice with the American basketball champion LeBron James, the rapper P. Diddy and the former AC Milan footballer Kevin-Prince Boateng, which (followed by all the jet set) started to "denounce"The question on Instagram and to loudly ask the removal of the advertising campaign, inviting all their followers to boycott the brand until they have "apologies"Officers.
There visibility it was guaranteed by the dust that was unleashed, producing a series of critical which promptly backed the brand into less than 48h has decided to remove the "spot" from all TV channels, the incriminated images from its physical stores and remove the sweatshirt from its online site. But all this has not appeased the wrath of the web and so H & M he had to publicly ask for a fine marketing choice which has affected the public's susceptibility.
The theme racial in the United States (main market for H & M) is very felt and especially lately with the movement "Black Lives Matter"The issue could easily get out of hand and turn out to be a boomerang for the image of the Swedish brand.
The official note states that: "The image has been removed from the site and we apologize to everyone you might have offended", Explained the Marketing and Communications Director of the group, stressing that"H & M is at the forefront of combating social and environmental inequalities"And that the production of its products reflects the UN guidelines in terms of combating child exploitation and legal working conditions.
In short, the doubt if the question was created a table to have as much visibility as possible remains, but we are sure that if this were not the case someone on the upper floors will pay dearly this carelessness.
And what do you think? You really believe this offensive advertising?
To the next article!
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