Is it OK to Offend People Outside Your Target?

I am re-issuing this article I wrote in 2015, given the recent Nike/Kaepernick creative and the discussions surrounding it:

Imagine an advertisement that began "Hey Rob, Rob McPherson". While this ad would certainly get my attention, everyone else would turn away - it clearly was not intended for them. What if the same ad began "Hey Rob, Rob McPherson, Montreal Canadiens-Hater". This would capture my attention even more (I am a Habs-hater, but a Leafs lover, so I know I leave myself open to ridicule ***2018 edit - now, much much less ridicule!!). This ad would cause some outside the target to turn away, but some would take offense (The Montreal Canadiens fans for one). Like the example creative I show at the top of the story.

So the question is, should you develop and run creative that offends? Many brands have done it. Back in the late 1980's, Beeman's gum ran a television spot that used the Spencer Davis Group song "I'm a Man", and while tame by today's standards, was accused of being sexist. Prior to being purchased by Bacardi Limited, 42 Below Vodka built their initial business model on the use of ads that clearly were designed to shock and offend ("Drunk Around the World. Like Keith Richards") and go viral. Axe Body Spray runs ads today that could be considered sexist, and likely do offend some people outside their target (ironic, given the Axe Brand Manager may sit in the office next to the Dove Brand Manager)...

Clearly, if you don't have to, why would you? By this I mean, if you can absolutely nail the insight, visualize your brand benefit and wrap it in an execution that will have your target jumping up and heading down to the store to buy it, and do it without offending or alienating anyone else, you should. This said, what if, in order to do all of the above, you have to offend some people - if this OK?

I say, yes, it is OK, but subject to some conditions:

1. It should never (ever) be overtly derogatory to any group - while in many cases this is obvious, in some it is not. We had developed creative for a brand called "Ciclon", a rum that was infused with tequila. The ad showed a person of short stature (a little person), wearing a sombrero, with just their eyes coming over the top of the bar, a shot of Ciclon just out of their reach. The headline "A little Mexican with your Rum". We decided not to run it - if in doubt, it's better to err on the side of caution.

2. Make sure you account for the potential impact, if it offends. This can fall into a number of areas

a. The offended influences the target not to buy.

b. The offended is gatekeeper, and leverages this to not buy for the target

c. The offended is able to influence regulatory, advocacy or media entities. There are many cases of brands ruing the day they ran a spot, because the ad got pulled, and/or the negative PR usurped any benefit derived from connecting with the target.

Net, take a good long look at the creative, test it with those who may be offended, talk to Advertising Standards Canada, your legal and PR teams. Understand what you might be getting into. There is some great creative out there that was controversial, and many would say, offended some people. But, it connected deeply with its target - I referenced some of them at the start of this

story. Do not be intimidated, but be smart. Your brand should be in it for the long haul, and you don't want to kill it as a result of a message that never should have been sent.