I’m gay. I work in marketing. I’ll still be drinking Coopers
The ‘Keeping it Light’ video was an abomination of biblical proportions, says Ballistics Marketing & Communications’ MD Patrick MacDonald, but here, he argues the brand’s badly executed good intentions don’t need to be crucified any further.
Let’s get one thing straight. The “Keeping it Light” video was terrible. For one thing, had the producers learned nothing from Amber Sherlock? What were they thinking putting three men in the exact same colour jacket on screen? “Throw in some grog” they said, as well as a “deep and meaningful” Bunnings-style outdoor settee, and we’re sure to resonate with the masses. Just like Jesus did!
But seriously, for those without internet, you’re missing the video of a gay on the left with the Holy Bible pointed ominously in his direction, the adjudicator in the middle whose electricity provider is presumably delighted he got this gig, and another politician on the (not so accidental) right.
Not sure how long you’ve been agency side but nothing shits a client more than dragging out a negative PR story. Even if you’re pro the brand – being part of an agency that could benefit from being so openly supportive of them to easily negates your position as justified purely by self-interest.
Your complete lack of command of the English language negates the impact of any legitimate message you may be trying to communicate. What does that second sentence even mean? Also, a newsflash: “to” and “too” are not interchangeable. If you work agency-side, I pity your clients.
Maybe Coopers should sue the people using their beer in an advertisement without their permission? I mean, don’t the bigots get away with it (using a brand name without the company giving their okay) until Coopers does sue? Or at least demand a public apology?
I can’t imagine Cadbury chocolates just sitting there, shrugging their shoulders and saying, hey, we had nothing to do with someone using our brand in a homophobic advertisement without our permission…
Good for you.
cool story bro.
Missed point. It’s not about the video. It’s the awareness the (horrible) video created regarding Cooper’s donations to one side of politics and religious charities that have people reconsidering their choice of brand.
Such a well-written piece, good to see there is still some level headed public relations people in the industry.
Level headed PR people I think that’s an oxymoron. When as a client ever demand your approach be more level headed?
An intelligent, thoughtful response to this story from a brand-product-PR angle. It would have been better if the writer had included the most important dimension of it: no matter how ham-fisted this incident was, freedom of speech, transparent debate, and the right to dissent are the number one principles at stake here. It doesn’t have to be pretty, nor deeply informed – what is important is that NO topic is ever off limits for debate. Only Kim Jong-Un would disagree, and those who think this topic is off-limits, are no better than he is.
Sure, no topic should ever be off limits for debate. That doesn’t mean we shouldn’t think that having a debate about some things is (at the very least) in very poor taste. I’d be livid if I found out people had sat down to discuss whether or not I should be allowed to marry my partner. They might have some opinions as to whether we’re a good match (a fascinating discussion they could keep to themselves), but to question whether I should be allowed the choice to get married – and then publish a video of the discussion as a ‘light’ topic?! That’s just not on.
I’m gay. I like Coopers beer. I’ll post something
You mean like all the way to the end.
Good to hear a gay person not get sucked into the populist herd vortex