Ad Age readers polled last week about their views on the ad and sentiments were split. Fifty percent called his move to promote a cause—even if it means railing against a former client—inspirational, while 50% marked the move as hypocritical.
Many of the industry's top creatives wouldn't comment on the record about Mr. Bogusky's new advocacy—either because they work for a large beverage marketer, are friends with him or have worked with him before. AdAge.com readers, however, were more vocal.
Boulder, Colo., resident Erica David brushed off the notion one couldn't stand up to a former client: "If he's making trouble for Coke and its ilk, that 's cause for respect. And as for biting the hand that fed ya, what could be more fundamentally American?"
Dave Tutin, from Santa Fe, N.M., had more of a problem with the execution than he did with the notion: "Everyone is allowed to learn and change. Could Mr. Bogusky do it with a little more grace and style? Absolutely."
Donna Cusano, from New York, called it "ethically interesting" that Mr. Bogusky had no problem lending his creativity to and taking money from both Burger King and Coca-Cola, "and then "revolted.'"
In the meantime, Mr. Bogusky's new video, "The Real Bears," gains momentum, netting 650,000 views in 36 hours with a little help from some big personalities, like media empress Arianna Huffington and filmmaker Morgan Spurlock, who both urged their followers on Twitter to view the video. There's a chance it could wind up on TV too, CSPI spokesman Jeff Cronin said.
As for the bears, Mr. Bogusky downplayed their resemblance to Coke's polar bears in a USA Today interview: "They're just some bears. I have no attorney. I leave it up to people to decide if they see a parallel."
In an email, Coke spokeswoman Susan Stribling told Ad Age : "This is irresponsible and the usual grandstanding from CSPI. It won't help anyone understand energy balance, which is key according to recognized experts who've studied this issue—a group that , by default, doesn't include CSPI. Enough said."