Monday, May 13, 2013

Awkward stereotypes sell border security in Dutch PSAs

From a purely digital marketing perspective, this campaign by JWTAmsterdam is brilliant. They use serial online video ads that track the user to create a highly-interruptive, running storyline:

The downside is that the stereotypes of the Asian and Arab merchant are pretty cringeworthy. Whether or not they are based on the creative/production teams' experiences abroad, they certainly take the ethnic clich├ęs to a cartoonish level.

Could the campaign have worked without the send-up? I like to think so. While the stereotypes are played for laughs, the videos would have been just as interruptive and compelling with a little more subtlety (and respect) in the performance.

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