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# 111464 4-Nov-2012 12:48
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http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10845038

DB Breweries has been slammed for abusing Kim Dotcom's wife on a Tui billboard. Seventeen billboards around the country say "She clearly married Dotcom for his body. Yeah right".
.....

Tui marketing manager Jarrod Bear said the billboards were an irreverent spin on topical issues that would appeal to "everyday Kiwis".


For me this crosses the line from humour into humiliation.  Frankly I'm absolutely astounded how DB can think this is ok.

Thoughts?



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  # 711713 4-Nov-2012 12:58
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tigercorp: http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10845038

DB Breweries has been slammed for abusing Kim Dotcom's wife on a Tui billboard. Seventeen billboards around the country say "She clearly married Dotcom for his body. Yeah right".
.....

Tui marketing manager Jarrod Bear said the billboards were an irreverent spin on topical issues that would appeal to "everyday Kiwis".


For me this crosses the line from humour into humiliation.  Frankly I'm absolutely astounded how DB can think this is ok.

Thoughts?




I agree with you completely. They manage to disrespect Mr Dotcom for his physical appearance and also hint that his wife is a gold digger.

It's not funny it is nasty and I think that whoever thought it up is showing that they are far from understanding what would appeal to everyday kiwis.

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  # 711718 4-Nov-2012 13:14
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jpoc: It's not funny it is nasty


This.

I could think of lots of rude things to say about Kim.  I think he's put him self out there to be a target in so many different ways.

However I draw the line at attacking his wife.

I can personally relate.  I post in the public space, some times I say stuff that is moronic, I fully accept that.  But I'd be pissed if people came at my wife and son in this way.




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  # 711721 4-Nov-2012 13:22
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Guess I'm not an everyday kiwi then. Although I don't buy any DB products so it's no surprise to me.

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  # 711728 4-Nov-2012 13:41
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Agree that it's just not on. You see some edgy ads from Hell Pizza and 42 South in the past but this beyond the bounds. DB should know better.




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  # 711737 4-Nov-2012 14:04
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I Lol'd.....




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  # 711749 4-Nov-2012 14:22
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must admit, the first time i saw his wife i thought the same thing, much the same when i see the woman dating Hugh Hefner.




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  # 711787 4-Nov-2012 15:23
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tigercorp: http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10845038

DB Breweries has been slammed for abusing Kim Dotcom's wife on a Tui billboard. Seventeen billboards around the country say "She clearly married Dotcom for his body. Yeah right".
.....

Tui marketing manager Jarrod Bear said the billboards were an irreverent spin on topical issues that would appeal to "everyday Kiwis".


For me this crosses the line from humour into humiliation.  Frankly I'm absolutely astounded how DB can think this is ok.

Thoughts?



+1 - Its just rude/personally abusive. Not clever at all.





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  # 711803 4-Nov-2012 15:59
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robjg63:
tigercorp: http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10845038

DB Breweries has been slammed for abusing Kim Dotcom's wife on a Tui billboard. Seventeen billboards around the country say "She clearly married Dotcom for his body. Yeah right".
.....

Tui marketing manager Jarrod Bear said the billboards were an irreverent spin on topical issues that would appeal to "everyday Kiwis".


For me this crosses the line from humour into humiliation.  Frankly I'm absolutely astounded how DB can think this is ok.

Thoughts?



+1 - Its just rude/personally abusive. Not clever at all.



These sorts of 'shock' advertising campaigns are becoming more an more common. It is essentially done to get free media coverage of the brand, as it gets media coverage for being on teh edge. I hope this one backfires on them, as I think it is similar to high school bullying. What is it teaching the kids when large companies come out with these sorts of campaigns.

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  # 711808 4-Nov-2012 16:07
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I see that one person has made a complaint to the ASA. I would say they'll put a stop to this ad quick smart, since it definitely falls afoul of principle 2 (if not principle 1) of the Code for People in Advertising.

Really bad form, and frankly DB should be firing someone for it. Picking on events, governments, sports teams, whatever - but targeting an individual for ridicule is frankly offensive.

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  # 711811 4-Nov-2012 16:17
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They probably think they can write the fine off due to the increased "benefit" from the publicity. From an advertising point of view it's golden, from a moral point of view it is despicable and I hope they have to publicly apologise as well as get fined.




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  # 711812 4-Nov-2012 16:18
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CruciasNZ: They probably think they can write the fine off due to the increased "benefit" from the publicity. From an advertising point of view it's golden, from a moral point of view it is despicable and I hope they have to publicly apologise as well as get fined.


The ASA has no power to levy fines.  The worst that can happen is DB will be ordered to cease the ad and not run it again.

Now if Mona sued DB for slander... that'd be a different story.

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  # 711830 4-Nov-2012 16:56
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Made me laugh too - but i think the woman (Mona) has been through enough.

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  # 711835 4-Nov-2012 17:10
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CruciasNZ: They probably think they can write the fine off due to the increased "benefit" from the publicity. From an advertising point of view it's golden, from a moral point of view it is despicable and I hope they have to publicly apologise as well as get fined.


They should make the fines a lot larger for larger companies.

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  # 711983 5-Nov-2012 00:17
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mattwnz: They should make the fines a lot larger for larger companies.


Again, there are no fines.  Advertising is a "self-regulated" industry.  The only penalties are a slap on the wrist and an order not to do it again.

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  # 711984 5-Nov-2012 00:36
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I don't think that these types of advertisements should be censored. Risk of defamation is the usual way to discourage this type of advertisement.

While there seem to be screw ups in the government operation against him, he is some kind of saint in people's eyes now? People seem to forget the underlying reason for him getting in trouble.....




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