This & That

Breasts and Cancer: Ads too sexy?

Breasts and Cancer: Ads too sexy
-Trevor Lee

Check out this ad (ink above) for a non-profit organization, Rethink Breast Cancer. Critics say the ad, created by Canadian MTV host Aliya-Jasmine Sovani, goes too far to get its point. Too much boobie, they argue.  I don’t think that’s the problem though. I think the question is: What is it’s point? What is the message? Apparently it’s to raise awareness and educate men about breast cancer. So Sovani’s solution?  Lets focus on her chest!
Does her ad show off her assets?  Yes. Will it raise awareness of breast cancer to men? Probably. Unfortunately, men do constitute approximately half of the population. So, more importantly, which male segment is she really trying to communicate to? Teenage boys?  College students? Typical males who want to check women’s  breasts  for lumps?
Sovani (or who ever else was involved in this creative) might want to rethink the message being communicated here. We can agree that everyone should be aware of the symptoms of breast cancer, and all it’s horrid effects, but an ad like this is questionable and is it really achieving any objectives?
Donations of time, money, and effort to independently educate themselves about breast cancer, I would argue, aren’t coming from the people she’s targeted with this strategy.

However, she get’s an A for effort and a D for, well, her boobs.

– Trevor Lee

The newest contributor to the Definium Design Group blog is Trevor Lee.

Trevor, a brand strategist and planner, believes a brand is the most important asset a company must manage to create a sustainable competitive advantage.  To him, almost everything else falls under the brand umbrella.

He currently calls ‘The Big Smoke’ home, but before arriving in  London, England, he spent several years at The Beat 94.5 in Vancouver, Canada, where he implemented promotional campaigns for the station and for clients like McDonald’s, Rogers Wireless, Mazda, and Vancity Credit Union.

Trevor holds an M.Sc. in Strategic Marketing from Cranfield School of Management, and a B.A. from the University of Waterloo.

One bad apple spoils the barrel

Experiments from marketings experts from York, Queen’s and Carleton universities conclude that misleading advertisements that are later corrected have a profound negative effect on consumers. Consumer attitudes tend to be more cautious to any selling message up to 6 days after viewing the notice to correction.


Nike pulls shoe ad dubbed anti-gay


Published: Monday, July 28, 2008

SAN FRANCISCO – The world’s largest sportswear and shoe company Nike Inc pulled advertisements that some bloggers had dubbed anti-gay.

Controversy arose last week over poster and billboard ads for Nike’s new Hyperdunk basketball shoes showing a basketball player’s face in the groin of an opponent who is dunking a ball above him.

The print ads, accompanied by the slogan, “That ain’t right,” were dubbed homophobic, as well as offensive to African-Americans, by some bloggers and critics.

Concerns were first raised by, in a blog post seen here.

“The joke here … is based on the implacable homophobia of straight jocks,” the blog said in its post. “Nike should pull the ads. Or rework them to be friendlier to gay basketball fans, at least.”

In a statement, Nike said the company would drop the ad campaign “to underline our ongoing commitment to supporting diversity in sport and the workplace.”

But the ad in question, Nike said, is based “purely upon a common insight from within the game of basketball – the athletic feat of dunking on the opposition, and is not intended to be offensive.”

Last week, privately-owned candy maker Mars Inc pulled a television ad for its Snickers candy bar, according to civil rights group The Human Rights Campaign Foundation, which had claimed the ad stereotyped gay men. Last February, Mars also pulled an ad that had run during the Super Bowl after complaints by gay advocacy groups.

Source: The Vancouver Sun – July 28,2008 Edition