Rate the Ad: Nike: In-your-face Posters

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Last week, Rate the Ad offered up "The Breakfast Club" homage from JC Penney and Saatchi, New York to see how you're coping with the fact that your favorite movie EVER has been reborn as a commercial. Penney recast and re-enacted the '80s teen classic's iconic scenes with its own twist and wardrobe, rendering the motley Brat Pack somewhat homogenous and bushy-tailed. We wanted to know what you thought: nostalgic or horrifying? Will kids these days even get it? Was draining the movie's characteristic angst a tactic to rebuild its wholesome reputation, after the Cannes "Speed Dressing" fake linked Penney with teen sex?

Well, no one in Rate the Adland could really agree. Some, like "bekah," loved the remake but still think Penney's missed the mark: "It's cute and makes me smile as it does a great job re-creating the BC. But I think their marketing to the wrong demo. The kids they are selling to were probably not even born when this movie came out so all the fun nostalgia is lost to teeny boppers who think it's just another ad for clothes. Bummer." Others, like "madex" mourned the John Hughes original: "Worst idea ever. Why ruin your childhood to sell clothes from JC Penney?"

This week, we turn to the latest batch of ads that have gotten dumped for being offensive. Nike pulled posters supporting its Hyperdunk basketball shoes after complaints that the ads were homophobic, reports The Associated Press. (Last week, a Snickers spot featuring Mr. Tand a speed-walker was also pulled for being offensive to gay men.) The Nike ads depict basketball players mid-play in an unusual embrace—one head in the other's crotch—overlaid with "That ain't right," "Isn't that cute" and "Punks jump up,"the latter is in the title of a hip-hop track from Brand Nubian that was met with similar anti-gay complaints the '90s. Some argue that the posters target hardcore basketball players, a community that finds getting a face-full of crotch while an opponent dunks humiliating. Do you find these ads offensive? Is trash talk just part of the game? Do these ads take on new meaning out of context? Tell us what you think about this campaign's implications, below.
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