Doing everyone a favor, ABC rejects AshleyMadison's Oscars ad

Posted on Wed Mar 3 2010

For the life of me, I can't think of one good reason why ABC wouldn't want this ad for adultery matchmaker service to air during Sunday's Oscar telecast. I can think of a whole bunch. Let's start with the fact that the commercial sucks and blows at the same time. (Yes, it's possible, and no, that's not a sexual pun.) It purports to have an Avatar theme, but only the women, not the guy, are wearing blue body paint. So, the guy's sleeping with someone who's not his wife and not even his own species? The brand message, if you can call it that, is completely muddled. I say, if the cheating bastard is dumb enough to bring his mistress to his own bed, he deserves to get caught. The implication is that AshleyMadison would help him with that. How? They book hotel rooms and cover tracks? The service, which is jumping on the rejected-ads bandwagon to generate attention (thanks a lot, GoDaddy and PETA) points out what it calls the hypocrisy of an award show honoring movies that include adultery (Up in the Air, Nine) while turning down a paid spot from a marketer that thrives on it. Oh, the pseudo outrage. Look here for another lame stunt the brand pulled around the Super Bowl. As for this ad, maybe ABC just knows a horrifyingly bad campaign when it sees one. Good catch, network suits.

—Posted by T.L. Stanley



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