Motts/Canadian Copywriter

What's Up, Motts?

Tsk, tsk, Mr. Motts

The Mott's Clamato "Banned" strategy must be working. Hundreds of requests for more information are pouring into this web site every day. All we can tell you is that Mott's Clamato "teaser" campaign was more of a publicity stunt than real advertising. Presumably, the strategy was to draw visitors to their web site and "tease" for last summer's advertising campaign. We've been told that a real commercial was filmed, however it's not quite the torrid "banned" commercial the company claims it to be -- although it has offended a few people in some quarters. The real commercial features a beautiful brunette nurse dressed in a sexy outfit (which, apparently, has enraged theNurses Association) and a couple of beavers (which, of course, put the Nurses Association way over the top in the "Man, do we ever want to punch out the lights of every sexist slob on the planet" category). It's fairly mild by today's standards but it's still a blatant stereotype of nurses. Our opinion is that there wasn't any need to do it. Aren't we all grown up and past all that stuff? There must be thousands of other ways to make a point without running afoul of some of the hardest working, most decent, most caring people on the planet Earth. We've included the open letter here just to show you that if you do create sexist advertising, be prepared for the consequences. You may very well be taking your life into your hands.


August 24, 2005 Luisa Girotto
Head of Corporate Communications
Cadbury Beverages Canada, Inc.
200 Matheson Blvd West,
Suite 104
Mississauga, ON
L5R3L7
Canada


Linda Mayer
Director of Corporate Communications, Americas Region.
Cadbury Scheweppes Americas Beverages, Parsippany, NJ
389 Interpace Parkway
Parsippany
NJ 07054-1192
New Jersey,
USA


Dear Ms Girotto and Ms Mayer,


As the professional association for registered nurses in Ontario, we are outraged by your cynical and degrading Banned advertising campaign for Mott’s Clamato that features a woman suggestively dressed as a nurse clad in cap, short skirt and latex gloves. The television commercial is offensive to our membership as it perpetuates female stereotypes and trivializes our very demanding profession. As you strive to capture an audience’s attention in order to sell your products, you are ignoring the negative impact of these ads on women in general and on nurses specifically. We find that your What Went Wrong Documentary film clip on your Web site adds insult to injury. This campaign clearly is inconsistent with your articulated business principles of showing integrity, openess and responsibility. We urge you to immediately remove this offensive and misogynous advertising campaign from your Web site and stop running these ads on television. We also demand a written public apology. We are immediately posting this letter on our Web site, and we will post your apology letter as soon as we receive it. Regards,

Doris Grinspun RN, MSN, PhD (cand), O.Ont.
Executive Director
Registered Nurses’ Association of Ontario


cc: Barbara A. Blakeney, MS, RN, President, American Nurses Association
Lucille Auffrey, RN, MN, Executive Director, Canadian Nurses Association

RNAO encourages nurses and members of the public to write and tell the people behind the Motts Clamato ads how you feel. Ms Girottlo can be reached at Luisa.girotto@cs-americas.com and Ms Mayer at Linda.mayer@cs-americas.com
On a related note, it looks like nurses aren't going to take any type of stereotyping sitting down. Here's another news story about nurses fighting commericalism: Nurses to boycott 'demeaning' Virgin Mobile ads Updated Sat. Mar. 5 2005 11:47 PM ET Canadian Press TORONTO -- Ontario nurses are incensed at Virgin Mobile Canada's new ad campaign, saying its depiction of nurses in short skirts and stiletto heels is demeaning to their profession. Virgin Mobile launched its Canadian mobile phone service this week with a publicity stunt by billionaire owner Sir Richard Branson. The Registered Nurses' Association of Ontario is demanding a public apology from Branson, founder of the U.K.-based Virgin Group. The 21,000-member association also wants the company to immediately cease its advertising campaign. "If he (Branson) wants to aim for controversy, he needs to find a different target,'' said Doris Grinspun, the association's executive director. "He needs to get with the times. This is a stereotype of women and nurses we have been fighting for half a century. If he wants to find a controversy, he should find one involving his own gender.''

What you doing, Bud? (Yes, we have no mp3's)

Anheuser-Bush is in hot water with an airline that takes offense at a recent "Real Men of Genius" radio spot that pokes fun at discount-carrier pilots. The ad, known as "Mr. Discount Airline Pilot Guy," features an announcer offering a tongue-in-cheek "salute to pilots" over a mock classic rock chorus that repeats the last part of each statement. It includes such taunts as "Your minimal experience flying a plane will never land you at a reputable airline. Luckily, you don't work for one" and "You put the fly in fly-by-night operation." The Wall Street Journal, which first reported the story Monday, said AirTran Airways is considering dropping Bud and Bud Light beer from its flights unless Anheuser apologizes. (CNN/MONEY)

NEW YORK (CNN/Money) - Anheiser-Busch has gotten itself in trouble with an airline that takes offense at a recent "Real Men of Genius" radio spot that pokes fun at discount-carrier pilots, according to a recent report. The ad, known as "Mr. Discount Airline Pilot Guy," features an announcer offering a tounge-in-cheek "salute the pilots" over a mock classic rock chorus that repeats the last part of each statement. It includes such taunts as "Your minimal experience flying a plane will never land you at a reputable airline. Luckily, you don't work for one" and "You put the fly in fly-by-night operation." The Wall Street Journal, which first reported the story Monday, said AirTran Airways is considering dropping Bud and Bud Light beer from its flights unless Anheuser apologizes. "You may deem the commercial to be satirical, but I find it highly offensive," AirTran Chairman and Chief Executive Joe Leonard told the Journal. AirTran (Research) could immediately be reached for comment. In a response e-mailed to CNN/Money, Anheuser (Research) said the ad was in bad taste and apologized. "This campaign was meant to poke fun at slices of everyday life, but this execution clearly crossed the line and is in poor taste," read the statement. "We extend our apologies to pilots and everyone in the airline industry." The ad also makes fun of the flying public in general, with such quips as "Sure, we're concerned for our lives, just not as concerned as saving nine bucks on a round-trip to Fort Myers" and "The most direct route to Houston, through Fort Lauderdale. With layovers in Detroit, Vancouver and Kalamazoo." Discount airlines have flourished recently while traditional carriers have fallen on hard times. The ad ran only once in January on radio but has remained on an ad industry Web site and is reportedly making the rounds among pilots, the Journal said. The ad had been featured on Adforum.com, an industry Web site, but was pulled Tuesday. Anheuser said the Web site didn't have permission to post it The Journal said Monday that the ad remained on Anheuser's phone system and that when an AirTran official called Anheuser to complain, he had to listen to the offending ad while on hold. Other "Men of Real Genius" spots have featured salutes to "Mr. Giant Pocket Knife Inventor"and "Mr. Gangsta Rapper Posse Member," according to Adforum.com. ___________________________

Hey Baby! An ad campaign to counter discrimination against gays has stirred up passions in Italy, using a poster that shows a newborn with the word "homosexual" written on his wristband. "Sexual orientation is not a choice," reads the slogan on the poster that was going up all across the central-northern Tuscany region and was published in national newspapers Wednesday. "Using newborns to make people believe that homosexual impulses are an innate characteristic is dishonest and a disgrace," said Christian Democratic lawmaker Luca Volonte. Gay philosopher Gianni Vattimo said the ad was in "bad taste" and that the slogan was "only partly true." Italy's main gay rights association ArciGay, for its part, praised the initiative, saying homosexuality is an "unchangeable fact that should be respected."