Ad agencies in US adopt risky creative strategy with faith-based commercials
Some ads are viewed millions of times, but those perceived as blasphemous can face a fierce reaction
Add BT as a preferred sourceNew York
LIKE a polite guest at a dinner party, the advertising industry typically avoids bringing up religion. But there are some advertisers - including Ram Trucks and the smartphone accessories company Mophie - that have made God or prayer a part of their campaigns, albeit very carefully.
It is a high-risk, high-reward strategy, said John Hegarty, a founder of the Bartle Bogle Hegarty ad agency in London. If done right, it can inspire religious or spiritually minded consumers to act, but if done wrong, it can alienate an audience, he said.
TRENDING NOW
CICT’s S$3.9 billion Paragon buy draws scrutiny over timing, funding at EGM
US launches new Iran attacks, Teheran says it closed Strait of Hormuz
‘I felt like dying’: Thai Singha beer scion speaks up after disclosure of alleged sexual abuse
AI salaries in Singapore rising 5 times faster than overall wages, fresh grads earn up to S$90k a year
