The adman’s role as the Supergo refereeing over the consumer’s Id and Ego – good vs. bad. Is well known.

Throughout the decades, advertisers have used metaphors and symbols to personify concepts, labelled as ‘bad’ or even ‘evil’ – that can  be conquered by the consumer armed with ‘brand-x’. (Perhaps a washing powder, or breakfast cerial … software and so on).

When the advertising agency gets the opportunity to actually have a real evil charachter to help them push their message of good vs. bad, it offers dual -edged benefits.

Firstly it get’s PR attention – simply by being controversial. This is especially true for viral campaigns.

Secondly lampooning the charachter gives the consumer a sense of their moral social strengths.

Here are some genune examples of how Bin Laden was featued in advertising during his ten year reign of sitting on a crate in a corner of a shabby room – unoticed by the Pakistani secret intelligence headed up by Mr Magoo. (scroll to bottom).

One born every minute?

Let's all get along

Waste not - want no

Capture the memories

Head hunting - at the sharp end

Postmen always need to be wary of dangerous pets

It takes an Indian owned brand to conquer the Pakistan terrain

So cool he can't be detected

Samsung mobile phones - fill your head with love and peac

Jonathan Gabay

www.jonathangabay.com

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