Yes, this thing has gotten everyone talking about VW. But is it in a way that's doing this brand any good? Totally not. Again, I have to ask the question. Is the only objective with viral to see how far it can spread and how fast? Seriously, is that it? Just light a match, throw it in the brush and see how fast it burns? I would have thought the content of the message means as much as its virulency. Guess not.
See, here's the thing. Yes, the spot is funny. And it's done its viral thing. If that was the intent, then it's a success. If that's how you want to measure success. But again, is that the measurement now? As long as it makes us laugh, it's cool? As long as it spreads like wildfire? Doesn't matter what sensitive territories it treads upon? Maybe Lee and Dan could answer that one for us.
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I've been pretty wound up lately about what I consider more and more frequent attempts to cross the line bewteen good and bad taste. But like the spot creatively or not, I don't see the problem. It's very quick and it is definitely in good taste. Had the entire spot orbited around 9-11, then yeah, maybe AMEX would have been pushing it. But this is DeNiro's neighborhood, his reality and Ground Zero is a part of that reality.
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