I’m all about edgy. I like dark twisted humor and laugh at jokes that make many people cringe. I nearly always root for the companies that have the balls to do something different and take risks with communications campaigns that push the limits. But I also have learned — occasionally the hard way — there are times when edgy is simply not the right tool for the job. A recent ad campaign by BBDO Dusseldorf and Pepsi provides an awesome example of where edgy is definitely uncalled for.
The ads portray a personification of a lonely calorie offing itself in a variety of gruesome ways. The point they are trying to highlight is the joyous fact that Pepsi Max has but one calorie. The violent and graphic images they use overshadow and muddy that point.
Not surprisingly, the ads caused quite a stir.
Nothing cracks me up like suicide