Woke Super Bowl Commercials
David Himmel David Himmel David Himmel David Himmel

Woke Super Bowl Commercials

Volkswagen – “Schindler’s Car”

Popular VW models transform into one another through the decades bringing us to today.

[V.O. – MAN]
A lot has changed in eighty years.
The way we live. The way we drive. The way we don’t kill Jews.
The all new 2019 Volkswagen Jetta. It’s not a Jew killer. 

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Dove Needs to Clean Up Its Act if it Hopes to Survive the Identity War
David Himmel David Himmel David Himmel David Himmel

Dove Needs to Clean Up Its Act if it Hopes to Survive the Identity War

The idiom, “You can’t please everyone all the time” no longer holds water. Today, when it comes to product marketing, if you don’t please everyone all the time, you’re going to upset enough people so much that their digital pitchforks and torches can destroy your brand in an afternoon.

What’s the solution? The death of targeted marketing, maybe. If I were the director of copy, I’d suggest the following: “You know that bath time is precious.” Don’t specifically identify anyone other than the buyer, whomever and whatever that may be. It’s just as accurate.

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