How to Build a Brand on Being Hated

NGO ads are usually so tired — the aim being to guilt you enough into dropping a few dollars into a bin to buy off your apathy for another few months. Sarah McLachlan, you’ve been called out.

(BTW,  South Park had a great treatment of exactly what I am talking about last week — is there anything they don’t get right?)

But then again, Greenpeace isn’t your average NGO.

Their goal is not to wring nickels out of suburban mothers or to pretend to be nerds-cum-fake-pirates like those embarrassing Whale War dorks. They are there to f*$% s^#$ up. And that’s exactly what the latest ad gets at.

Nice f*&$ing job, Greenies.



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