Dear "Creative" PR Firms (and Your Misguided Clients),
Listen up. Your cheap ploys to get media coverage might work on TV news outlets and tabloids, but we're not buying it. In fact, we're so not buying it, we're not even going to name your client. But suffice it to say that if you thought for a second that a broadcast network was going to give over air-time to a dating service for adulterers during the Academy Awards -- well, we'd like some of what you're smoking. But we know that you know better. You've cottoned on to the fact that many media outlets will jump on anything that's supposedly scandalous enough to get banned, or better yet, "censored." So what if a marketer likely didn't have the intention -- or the money -- to buy some of the most expensive airtime on TV? Chances are, no one's going to probe too deeply. And even if someone did, the added bonus is that the networks are so wary of ticking off paying marketers (and future paying marketers) that they'd rather take a hit for censorship than speak publicly about financial dealings with (or financial status of) advertisers. But here at Ad Age, we try not to reward publicity stunts unless they're extremely funny, compelling, innovative or morally repulsive. Stealing a concept that's already grown tired over in Super Bowl land and trying to use it during Oscars is none of those.
Or, put another way: Go sell crazy someplace else. We're all full up here.