This commercial for MTV Switch shows two young men pretending to be electricians tricking a sweet old lady into holding a light bulb on a wire while they rob her of money.
This commercial is well filmed and keeps your attention until the end. What I don’t really agree with is the message of "it’s okay" to do bad things as long as you replace them with good deeds, as the two men did by closing a leaky faucet. Sorry MTV, life doesn’t work that way!
The ad was created by advertising agency Leo Burnett Argentina, Buenos Aires, Argentina with creative direction by Seto Olivieri, Pablo Capara, Luis Sanchez Zinny and Carmelo Maselli.
Forgiving Thieves
MTV Ad Shows Us That Stealing From Little Old Ladies Is Okay
Trend Themes
1. Social Responsibility First - A trend of promoting social responsibility by focusing on positive actions to offset negative behaviors.
2. Controversial Advertising - A trend of using controversial messaging in advertisements to grab attention and spark conversation.
3. Misdirection Marketing - A trend of using unexpected or contradictory messaging to convey a specific message.
Industry Implications
1. Advertising - The advertising industry can explore new ways to create attention-grabbing campaigns by incorporating social responsibility and controversial messaging.
2. Consumer Goods and Services - Companies in the consumer goods and services sector can capitalize on misdirection marketing to create buzz around their products or services.
3. Creative Media - The creative media industry can leverage controversial advertising to generate engagement and spark discussions around social issues.