Imagine a full page ad in the New York Times for NASCAR featuring the slogan "Let's Roll." Or an ad with scenes of the rebuilding of Ground Zero with the words "Just Do It" beneath a Nike symbol. The furor would would be fierce and understandable -- the use of tragedy to enhance a brand's image is grotesque and crass. And I say imagine because no ad company would dream of using such a sales pitch in the US.
I guess the Arab world is different. As has been widely reported, the scotch brand, Johnnie Walker, has been using imagery of the destruction in Lebanon in its advertising in Beirut billboard and newspapers. Below is an example of one such ad:
Strangely, I haven't seen much objection to the ad for its obvious attempt to cash in on the tragedy to build the brand name. In fact, several pro-Arab article merely hints at the fact that the ad might be considered offensive as part of the broader point about the ad's boldness.
What accounts for the Arab world's positive reaction to these ads? Some possibilities:
- Non-stop media exposure has made us Americans ultra-sophisticated and savvy about marketing. We are keenly aware when someone is trying to sell us something, others are not.
- Life in Lebanon is so bereft of any hope that the people will look to anything for insipration -- even if it comes from someone trying to sell them booze.
What does this mean for us? By us, I mean those of us (not me c'v!) who imbibe in scotch and herring during the haftorah and the rabbi's drasha? Do we boycott Johnny Walker because they support the other team? I say yes. Why?
-It transforms the kiddush club into a political statement. You are no longer just disrupting davening and acting as a poor role model for your kids, you are standing up for your brothers in Israel.
-Johnny Walker is not single malt. Although Johnny Walker Black was considered a fine scotch by the previous generation, due to yeridas hadoros, only single malt will do for us.
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