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May 30, 2007

'Phone or Die' in Bed Stuy

If the Bed Stuy edition of the new locally-targeted ad campaign from Virgin Mobile is any indication, Branson et al should probably get back to the drawing board before the national roll-out. Here's the text:

When people close their eyes and think of Brooklyn, your legendary brownstones come to mind. That's because everyone from rappers to directors have used you as the backdrop for stories about life in the neighborhood that has everything. Do or Die is more than a moniker. It speaks to the fact that you don't take crap from anyone. Especially newcomers who want to change Bed-Stuy into some sort of yuppie strip mall. With us you only make changes if you want. That's the beauty of our cell phone plans without annual contracts. Because Bed-Stuy, we know you call your own shots.

It's a good thing Virgin Mobile has been so entrenched in the community for so long and isn't trying to exploit it for commercial purposes! Check out another of the ads that up along the BQE on the jump.

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Comments

I'm going to throw up.

That's all the neighborhood needs, corporate sponsors to exacerbate racial and class tensions. What 15-year-old thought up this ad campaign? I bet you anything they've never even set foot in Bed-Stuy.

Posted by: sylvia at May 30, 2007 10:38 AM

I love the smell of corporate paternalism in the morning...Thanks Virgin Mobile for keeping it real

Posted by: anon at May 30, 2007 10:39 AM

what does that blurb even mean? god that's irritating.

Posted by: Jimmy Legs at May 30, 2007 10:43 AM

Talk about corporate irresponsibility! What a mindless and senseless ad campaign!

Posted by: Anonymous at May 30, 2007 10:44 AM

Really weird-- most of Virgin's marketing is pitch-perfect and clever. This is really bad. (New agency, maybe?) Nothing worse in advertising/PR than a campaign that tries too hard to be hip, down-with-the-kids, in-sync with a neighborhood. I can't even stand the local billboards for "Everybody Hates Chris" that include the line "except Brooklyn." Suck it, you patronizing bastards.

Posted by: bob999 at May 30, 2007 10:47 AM

What's a yuppie strip mall? Isn't that where you go to buy a Virgin Phone?

'Everyone from rappers to directors have used you.' Broad spectrum indeed.

Posted by: Anonymous at May 30, 2007 10:48 AM

Ditto. No doubt Virgin will have a store in one of the "yuppie strip malls". Phoey.

Posted by: donatella at May 30, 2007 10:49 AM

Y'all doth protest a bit too loud.

Posted by: Anonymous at May 30, 2007 10:58 AM

Reminds me of the Dominos ads for "Brooklyn Pizza" except that those were just stupid--not mean-spirited like this bs.

Posted by: Bob Marvin at May 30, 2007 10:59 AM

New Ad campaign coming from Boost Mobile -

Yo Nig@@z you rule, Where You At!

Get the new 'My Nig@@z' plan. Free calling and texting to all your Nig@@z, free 5-0 tracking service and a free camera phone with hosting site so you can upload pictures of all those p#ssy a$$ yuppies after you give em a good beatin! As always, no credit=no problem with convenient pay-as-youz-go or our limited time 45% interest rate - "Crooklyn credit plan"

Posted by: Annonymous at May 30, 2007 11:01 AM

Seriously, I kinda like it. I don't entirely understand the protesting...

Posted by: BrooklynZoo at May 30, 2007 11:03 AM

I think it's actually an art installation commenting on the corporate takeover of surburbia. But that's just me

Posted by: Anonymous at May 30, 2007 11:05 AM

PARK SLOPE,
YOU RULE.

When people close their eyes and think of Brooklyn, your legendary brownstones come to mind. That's because everyone from famous wimpy authors to M&A lawyers have used you as the place to park their $800 double wide strollers. "Stroller Mafia” is more than a moniker. It speaks to the fact that you don't take crap from anyone. Especially old timers who want to change Park Slope back into some sort of Bed-Stuy like war zone. With us you only make changes if you want. That's the beauty of our cell phone plans without annual contracts. Because Park Slope, we know you the world revolves around you.

Posted by: bitter at May 30, 2007 11:08 AM

Awesome. Seriously, where's the "Canarsie, You Rule" ad?

Posted by: sylvia at May 30, 2007 11:11 AM

i think it's pretty creative - i think mr. b - a corporate sellout BTW as evidenced by the right hand column - has forgotten what got him to where he is - commenting on brownstone brooklyn real estate - the fact that virgin gives a shit about brooklyn should make brooklyn real estate investors pretty happy.

Posted by: Anonymous at May 30, 2007 11:11 AM

bitter... that's just too funny. Thanks for brightening my day!

Posted by: GHB at May 30, 2007 11:15 AM

Anonymous:

"the fact that virgin gives a shit about brooklyn..."

are you nuts? Did you miss the 20th century?

Posted by: dan at May 30, 2007 11:21 AM

It's not about "corporate sellouts," Anon 11:11, and besides, do you not want Brownstoner to succeed as a business? It's about bad writing and a tin ear. It's about a corporation pathetically attempting--and dramatically failing--to assume street cred with a cheesy message. It's about *anybody* using the word "yuppie" in 2007--Jesus christ. Choose Life, dude.

By the way, nice job, Bitter, on "Park Slope, You Rule." Tee hee.

Posted by: bob999 at May 30, 2007 11:22 AM

Virgin may care about Brooklyn but it's hardly evident from this POS ad. And Brownstoner having ads is hardly a sellout. There's a difference between using and abusing - ref. Apple using Ghandi to sell computers, Benneton putting AIDs patients in its ads, and, to a much less offensive degree, Virgin's weak attempt to fake some Brooklyn cred.

I have a great deal of respect for Branson, ever since he signed the Sex Pistols. He's the entrepreneur Donald Trump thinks he is. Now if Virgin sponsored an atlantic yards demo that would be more in line with the Virgin brand. . . . and would maybe get some people to show up ;-)

Posted by: John at May 30, 2007 11:23 AM

Ha. Ha. Stroller Mafia. You hit the nail on the head. Park Slope terrifies me.

Posted by: anon at May 30, 2007 11:25 AM

You think you kid. They actually HAVE a park slope ad, up at Flatbush & 7th.

Posted by: stacy at May 30, 2007 11:31 AM

What does it say, Stacy???

Posted by: Anonymous at May 30, 2007 11:45 AM

I'm sorry, but is this an ad for drag dealers? Is this saying they now have a choice rather than Nextel phones?

Posted by: Anonymous at May 30, 2007 11:46 AM

Love 'Bitter"'s Park Slope version...love anon 11:01's even more vicious one even more! And I'm thinking T-shirt for Bob999's rallying cry, "Suck it, you patronizing bastards." (Or maybe just an acronym, SIYPB.) You people make me proud to be a Brooklynite (and ashamed to be the owner of a Virgin cell phone...)

Posted by: Anonymous at May 30, 2007 11:50 AM

is the park slope ad as bad as the bs one? sad that virgin chose to target a community by buying into old slogans...brooklyn is about a hell of a lot of people from many walks of life living together...get with the program virgin, this is so out of touch with 2007.

Posted by: anon at May 30, 2007 11:50 AM

I saw the Park Slope ad at Flatbush and 7th, but I didn't read the whole thing. Too busy pushing my stroller.

I think it was just a general Brooklyn ad, though, wasn't it? Something about Manhattan being the new Brooklyn?

Posted by: sylvia at May 30, 2007 11:51 AM

I've been intentionally not reading it :> I'll snap a photo tonight.

Posted by: stacy at May 30, 2007 11:51 AM

Crass corporate capitalism masking as earnest populist community boosterism.
Zero dollars.
Crazed community member running over her ex-lover with an SUV as a very real and stark counterpoint to the "do or die" slogan.
Priceless.

Posted by: Antoine Roquetin at May 30, 2007 11:52 AM

If you have feedback, this is the person to contact:

Media Relations
Jayne Wallace
Virgin Mobile USA
Email: Jayne.Wallace@virginmobileusa.com

I think it would help if comments were constructive (whether you're pro or con these ads), and respectful in tone. Either way, just remember this woman didn't author the ads; she's Virgin's internal PR person and as such would be interested in audience perceptions and opinions.

Posted by: Anonymous at May 30, 2007 11:53 AM

Jeezus. I agree with the puker above.

I mean, I'm fine with a British owned company providing cell phone service (especially if their coverage is better than the crappy German-owned T-Mobile coverage), but I don't seem to remember hearing anything about the Brooklyn headquarters of Virgin USA.

This is so offensive to both the old guard and "newcomers". I may be a "newcomer" but at least I'm not disingenuous. Maybe Virgin will sponsor my block association or the public schools in the neighborhood if they want to put their money where their mouth is?

And the vernacular of the ad sounds more apropos to Williamsburg or Jeff Spicoli than Bed Stuy: AWESOME! YOU RULE! (...dude!)

If someone hasn't defaced this ad already, I'd guess it has a life expectancy of about an hour (and I'm being generous). Let us know where it's located and I'll go deface it myself.

Posted by: Bed Stuy "Newcomer" at May 30, 2007 11:54 AM

Stacy,
I saw that ad, kind of made me want to puke. I hate ad copy written in the second person, and I hate advertising concepts that try to capture essence de Brooklyn -- viz Domino's ill-fated Brooklyn pizza ads.

Posted by: SPer at May 30, 2007 11:54 AM

Brownstoner--Have you ever heard of spell check?

Posted by: Anonymous at May 30, 2007 11:55 AM

This is a CLASSIC example of white creatives at an ad agency creating ads with NO people of color input or testing. I work at a multicultural ad agency and see this mess ALL the time coming out of general market shops.

No this is not a ad for "drag"(sic) dealers anon. Nice try at being funny. No this is a white agency attempts to be down that has failed as miserably as your post.

As a PROUD African American Brownstoner resident of Bed Stuy, this ad does not make me prouder. It is pandering, at best.

Posted by: Brooklynisis at May 30, 2007 11:57 AM

These people are mostly clueless -

I remember working on an ad campaign for MCI-Sprint at my first agency job out of college. It targeted the poorer areas of Philly, Camden, Newark, etc. The point of the campaign was that you did not have to have good credit or have to go through a credit check in order to receive a phone. When it launched the second question the people were asked was "what credit card would you like to use"'. Not one person at corporate could figure out that people with poor credit generally don't have credit cards.

Posted by: anon at May 30, 2007 12:06 PM

This is an ad designed to appeal to drug dealers who change phones frequently and don't want to be traceable. It's sick.

Posted by: Anonymous at May 30, 2007 12:07 PM

Brooklynsis -

If you have spent that much time at a multicultural agency then you would know that much of the time what succeeds in focus groups and research fails in a real world situation. This has nothing to do with the "whites" in the agency writing copy. I could see many reasons for this copy to succeed in a test scenario. My guess is that the target audience is not your internet using, blog reading individuals who are currently bashing this campaign.

I bet only about 5% of the above have pay as you go phones for starters.

Would you be offended if I said that the agency "blacks" (who would tend to be middle-class or better) don't even understand their audience?

Posted by: Anonymous at May 30, 2007 12:13 PM

I'd say the advertisement is a complete success. Look at you folks talking about Virgin. It's exactly what they want!

I don't see what's so bad about tounge and cheek humor. Only uptight stiffs would be offended by advertisements like this one.

I think it's great to shake things up with edgy advertisements. I sure wish I'd invested in Bed Stuy real estate when I had the chance!

Posted by: the scarab at May 30, 2007 12:17 PM

I'm sure an agency in Durham NC knows all about Bed-Stuy.

http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1003590954

Posted by: Anonymous at May 30, 2007 12:19 PM

John - small point: this isn't a POS ad (aka Point Of Sale). This would be classified as an "outdoor" ad in ad-speak.

Posted by: Anonymous at May 30, 2007 12:20 PM

That's "tongue IN cheek" humor, Scarab. And we're talking about how lame the ad is--I don't know if I'd consider that successful for a company that prides itself on savvy marketing for savvy consumers.

And again: the word "yuppie" in 2007? Are you kidding me?

Posted by: bob999 at May 30, 2007 12:20 PM

Actually I work in account planning or "research" in air quotes. Yes I know what works in sterile focus group facilities may not work on the street. That is why I use it *directional* and use other methods to develop strategy.

Now, with that said. This is a campaign speaking to those who live in Bed Stuy and it is not using: authentic language. It is PANDERING and is trying to be celebratory and it is not.

I AM THAT TARGET AUDIENCE as I live in "Do or Die". Period. African Americans are not a sweeping monolith there is where you and the agency that created that went wrong. Pay as you go is not about poor credit or having an untraceable phone for drug dealing. It is also for CHILDREN/TWEENS/TEENS. It is also for those who are repairing credit. Not all AAs are drug dealers please so not get me started...

Posted by: brooklynisis at May 30, 2007 12:24 PM

OK, so who's the biggest yuppie here?

Posted by: Anonymous at May 30, 2007 12:24 PM

Hey Bob:
Would you prefer "Bobos"?

Posted by: Anonymous at May 30, 2007 12:31 PM

whoever said these ads are insulting to old timers and newcomers alike is right on. to me it's utterly stupid to drive away one type of potential customer while appealing to another.

Do or Die has nothing to do with not taking crap from anyone. it came to describe a neighborhood with a history of violent crime. it's not cute to downplay that. yeah let's stigmatize people in ghetto. way to go virgin.

Posted by: pietro at May 30, 2007 12:32 PM

What are we calling "yuppies" these days? I'm a bit behind the times.

Posted by: Anonymous at May 30, 2007 12:34 PM

"Pay as you go is not about poor credit or having an untraceable phone for drug dealing. It is also for CHILDREN/TWEENS/TEENS. It is also for those who are repairing credit."

Actually it's also for folks who, like me, are perfectly capable of living without a cell phone for 99% of our lives and do not consider the 1% requirement to be worth anything more than the $6.67 per month minimum charge required by Virgin.

Posted by: John Ife at May 30, 2007 12:35 PM

The ad should say something about remembering to wipe the prints off the phone before you throw it in a garbage can on fulton street.

Posted by: Anonymous at May 30, 2007 12:44 PM

I think it's just embarrassing and foolish. many longtime bed stuy residents cringe about do or die and it represents something alot more painful and violent than choosing your phone plan. there should be a little more respect for what that actually means and what people have fought against in their own communities. It is similar in it's cynicism to the use of stop snitchin by major clothing labels. yuck.

Posted by: call it what it is at May 30, 2007 12:47 PM

John Ife,

A man after my own heart.

Sorry, the ad is offensive. It almost reminds me of the old lady on the plane in the movie "Airplane" ... " Oh stewardess! I speak jive "

Authenticity is what speaks to consumers. "You Rule"?? When's the last time you even heard that in Beverly Hills, let alone the Stuy. Anything less than authentic, and it's just a billboard.

What else is offensive is the broad brush some people carry to describe a neighborhood.

When will the self righteousness end?

Good Grief.

Posted by: NewStoner at May 30, 2007 12:49 PM

Newstoner, John Ife, Call it what it is too:

You are all on my team...

Posted by: Brooklynisis at May 30, 2007 1:05 PM

POS not equal point of sale. POS equal piece of s..t.

Posted by: Anonymous at May 30, 2007 1:09 PM

You are wrong again sis...

Children/Tweens and Teens have migrated over to "family plans". They are no longer targeted as "pay as you go".

Outside of your race you are not even close to being the target for this ad.

If an ad was in Bensonhurst and featured language in a dialect of what is heard on the Sopranos would you think it was focused at all Italian-Americans? No I would think not. I would say it would be targeting younger gangster wanabes.

You own a Brownstone, work for an agency, are midddle-class at least, have a phone with a contract - this ad is not trying to catch your attention. If it pisses you off so what - you wouldn't use virgin mobile regardless.

Posted by: Anon at May 30, 2007 1:17 PM

Well of course Virgin would have an ad like this. They're a music industry company. The music industry has no problem encouraging negative, destructive, "street" attitudes in young people (of all races) just to make a buck. I actually think this ad could get a lot of attention, following on the heels of the criticism the rap music world took following the Don Imus affair. Disposable phones may be used by many kinds of people, but there's no question what kind of people this ad is aimed at, who use disposable phones.

Posted by: Anonymous at May 30, 2007 1:41 PM

I've said this before, but the trackback URL's on this site never never never work. What's up with that? I'm trying to send this story somewhere. What am I doing wrong with that URL?

Posted by: Anonymous at May 30, 2007 2:02 PM

omg this is crazy for you

Posted by: sarahjenny at May 30, 2007 2:09 PM

I think it should be pointed out that, as so often happens on blog comments with one careless reading and multiple acceptances of the resultant faulty interpretation, the ad is not promoting disposable/untraceable phones but rather phone plans without a contract. My service for my regular cellphone (which I will probably not get rid of 'til it breaks) is with Virgin, requires me to use twenty dollar's worth of calls every 90 days, and I could cancel the service any time without penalty. I actually find the assumption that there's a substantial market for untraceable phones used for illicit purposes in any neighborhood just as objectionable as the divisive and hopelessly out-of-touch timbre of the subject ad.

Posted by: John Ife at May 30, 2007 2:09 PM

Actually several little stores sell virginmobile cards on Nostrand Ave. and Fulton St. I was surprised to see that--previously I'd only seen them in chain drugstores and electronics stores.

Here's the website:
http://virginmobileusa.com
Their voicemail voices and many of the head shots on their web site are African-American and have been for some time. Plus I agree with the person who said it's a good deal--I have a Virgin Mobile phone and my daughter (11) does too. Much cheaper than a family plan. I am much older than the people they market to but it works for me.

Posted by: rf at May 30, 2007 2:16 PM

Anon @ 1:17

You're clueless. What makes you think Isis is not the target? because she owns a brownstone and is middle class? The fact that she lives in Bed-Stuy is what makes her the target. Her point is Virgin's attempt to identify with an assummed culture and demographic has inadvertently offended a larger demographic.

Its never wise for a brand to alienate a potential market while trying to gain favor in another.

In your effort to be snarky, you just come off as being a wanna-be know it all and you're actually just clueless.

I'm not the target audience for Chucky-Cheese. But they don't offend me either. I'm sure they are careful not to, because one day I may have kids.

Posted by: Anonymous at May 30, 2007 2:26 PM

1:17

Wake up. Clearly you're not from Bed-Stuy

Posted by: Anonymous at May 30, 2007 2:28 PM

I think the other Virgin advertising was all done by Mother, (that's the name of the ad agency based in London with offices in New York, that does very good, on-point advertising) however this one it seems was done by McKinney Silver.

If you want to get in touch with the head honcho there, his name is David Brinegar (Chairman and CEO) and if his email follows the format of the ones listed on the site it would be dbrinegar@mckinney-silver.com so go ahead and get in touch and tell him what you think.

Another good person to get in touch with would be David Baldwin, (Executive Creative Director) whose email is probably: dbaldwin@mckinney-silver.com

or try phoning them on 919.313.0802.

Posted by: Anonymous at May 30, 2007 2:41 PM

11:41 dam imus relax with the n&**^% you are using it way too much to prove a point that I don't have no clue in which you are trying to make

Posted by: anon at May 30, 2007 4:36 PM

anon 2:28 & 2:28 - Classon off of Gates - close enough. I can see the ad at the bus stop from my stoop.

My point is that Isis is not the demo. I am not clueless. How many years do you have in the industry? Exactly how many millions of dollars of ad space and time have you purchased for the tech industry? The demo they are going after is not "african-american's in Bed-Stuy". It is much more specific in nature. They could be going after males/females 18-24 who just left home or finished college and have yet to establish credit in their name.
That is who their research tells them is most likely to purchase a pay-as-you go phone and the neighborhoods in which they live (remember Bed-Stuy is not the only area that these ads are being placed) Not Isis. If the wanted to, tey wouldn't have been purchasing space on billboards and bus stops.

So just get over it already. If it offends you look the other way. You need to get over that "everybody is out to get me" attitude. Were you offended by Domino's Brooklyn Style Pizza campaign? Hell they offended everybody with that one. Who do you think the intended audience was for that one?

Here's an idea guys - before runningoff at the mouth go educate yourselves a bit on the industry.

Posted by: anon at May 30, 2007 5:18 PM

Oh come on! How about the industry educates itself about US, 5:18?? The people they're supposed to be selling to? It's not our job to learn about the advertising industry and its execs. It's the other way around. Jeezus. No wonder your firm did such a terrible job on this ad campaign.

Posted by: Anonymous at May 30, 2007 5:31 PM

Anon 5:18,

It looks like you are the one that needs to be educated. You're assuming Isis is not the target, but if you read the ad carefully, it looks like anyone who is NOT a newcomer, developer, or someone who wants to change the "makeup" of Bed-Stuy.

I'm African-American. Born and raised in Bed/Stuy and it looks to me like they are targeting people who are indigenous to the Stuy. I'm offended by the seperatist approach and divisive nature of the add.

I actually don't know what point YOU'RE trying to make, but who cares, the point is the add sucks, and if any research was done to create this, it was poorly done

Posted by: StuywontDie at May 30, 2007 5:51 PM

5:18 clearly works for the agency that Virgin hired. Told them that he conducted extensive focus groups and the "do or die" theme resonated well with the locals. He Then took the rest of his money, bought a UES Condo, and loaned the rest of his loot to his developer brother to make another Fedders Shit Sandwich special at Marcy and Myrtle!

Posted by: Anonymous at May 30, 2007 6:54 PM

First off, I agree that the ad is poor at best and yes, any research that was performed produced poor results (probably done in focus groups in an area other than the intended market).

However, you just don't get the point I am making. Agreed, the ad is placed in Bed-Stuy - but all of Bed-Stuy is not the target audience. They are trying to attract a sub-segment within Bed-Stuy - the segment which is the largest consumer of pay-as-you phones. That being people with no credit history or a poorer one. It has nothing to do with what Bed-Stuy as a whole thinks about the copy. It has to do with how that specific demo interprets the it. Yes everybody can see the ad because of where it is placed. Yes it can piss off 99% of the population. However if it is successful in reaching that 1%, and that 1% is the intended audience, then the ad is 100% successful.

Anon 5:31 - I had nothing to do with this campaign nor am I in the business any longer. Is it possible you misunderstood the copy as you misunderstood me? Believe me, the industry knows you all too well.

Posted by: Anon at May 30, 2007 6:57 PM

5:18, then I think you totally missed the point that Brooklynisis was making. If the target is the group YOU are talking about, the poor, credit-less, group. (In Bed-Stuy, that would be majority AA) then her point is valid. Do or Die is not a moniker that is worn proudly by historical bed stuy residents. So if the marketing team just took references to "do or die" and thought it was a thing of pride, then yes... it is pandering.

The danger in this type of advertising is it gives a false sense of identity to people who are otherwise unfamiliar.

Before YOU go getting on your high horse, try to educate yourself on how poor advertising damages communities!

What group of people are the anti development, anti yuppies in Bed-Stuy? apparently not YOU!

Posted by: Anonymous at May 30, 2007 7:22 PM

My father used to call this one, "Pimps on Poverty!"

Posted by: Anonymous at May 30, 2007 7:29 PM

5:18 is back peddling

Posted by: StuywontDie at May 30, 2007 7:48 PM

Stupid Ad? Yes

BUT...they aren't targeting Bed-Stuy people.
They have these ads in many different neighborhoods. UES/UWS/Chinatown/GV.

If you ask me, what a waste of ad space advertising on the UES/UWS, unless Virgin has a blackberry plan.

I think they are trying to appeal to new yorkers as a whole, not just lower income "gangsta" types who need a disposable phone to commit crimes, as has been insinuated.

Posted by: JB at May 30, 2007 7:49 PM

Great...thanks Virgin for giving another youth with nothing to lose a little bit of encouragement...to commit a crime against an unsuspecting "Yuppie". After all, can't I use your phone to call my hommies and tell them what happened?

Afterall, I don't take crap from anyone.

Posted by: Anonymous at May 30, 2007 7:51 PM

JB,

Get a clue, the add says " BED STUY"

Posted by: Anonymous at May 30, 2007 8:13 PM

I'm back - I had a mtg. Some anons and John Ife made some interesting points and get it! Some of you are still in the dark.

Potentially *I AM THE TARGET*. It is not all about targeting people with poor credit or lack of credit (and I am offended at the drug dealer comments but I won't acknowledge them). There is nothing in the copy or magic collection of words that speaks to no credit check. It is about taregting people who seek freedom/autonomy/control and do not like being tied to a set contract.

Now, if you look at the language and how it is worded, it is *ATTEMPTING* to be celebratory but it is far from it. It looks like an outsider Prof Leakey studing a specimen. It is pandering, inauthentic and if it is transparent to ME and you think I am not the target, what do you think this "perceived target" thinks??? Who talks like this - "You Rule... Don't Take Crap from anyone..." And mentioning Bed Stuy is a backdrop and used as scenery to the "do or die" is allllll wrong. It feels dated like Fort Apache the Bronx and Bonfire of the Vanities perception of the hood. "Keep out those Yuppies" who the %^#^*$ talks like this??? In 2007? Please... The image it is painting that we "don't take crap from anyone" is offensive to me and feeds into so many sterotypes.

And forget what you heard I AM THE TARGET and I AM BED STUY :-)

Posted by: Brooklynisis at May 30, 2007 8:18 PM

Virgin pay-as-you-go phones are actually pretty good. The whole pay-as-you-go thing is awesome. It's really popular elsewhere in the world. I mean, has anyone ever been trapped in a Verizon contract?
don't like the ad copy though.

Posted by: Anonymous at May 30, 2007 9:01 PM

Mr. Ad Man at 6:57pm said this:

"Yes it can piss off 99% of the population. However if it is successful in reaching that 1%, and that 1% is the intended audience, then the ad is 100% successful....Believe me, the industry knows you all too well."

The industry doesn't know sh*t about me, because otherwise they'd know if they offend me I'll never buy their products EVER. Why alienate 99% of the residents of a community in order to sell to 1% of them? Is this product really truly that much of a niche product? I don't think so. As a few people have pointed out, it's not just gangstas who use disposable cell phones.

Posted by: Anonymous at May 30, 2007 9:19 PM

Here I'll try and simplify my point for you dolts. Obviously you don't get it.

Okay, let's say you are a male and sit at home watching Oprah or Ellen with your wife everyday. Now you have become part of the Oprah/Ellen demographic, albeit not the core demo. When an agency buys time it is basing it on this group - let's guess stay at home females 25-50.

Are you offended when you see a tampon commercial? No, because it is not targeted at you. You can differnciate the difference because you can look down and see that in fact you have a penis. Why can't you figure this out. Yes the ad is in Bed-Stuy, mentioning Bed-Stuy, etc. But it isn't targeting you. Move on. Get over it. Stop pretending there is something deeper behind it.

They are going after a target that is evidently well beyond you.

Broolynsis you aren't even authentic. Yes you live there now, caught the wave - was able to afford a Brownstone etc. Where'd you grow up? I thought so.

Posted by: Anon at May 30, 2007 9:21 PM

This is such a waste of time and energy, but I'll chime in. Its not about the the campaign trying to reach a certain audience.. it's about them being offensive in the process. tampon adds aren't offensive to the MEN that watch Oprah, you twit!

Sounds like 9:21 is getting defensive and losing his footing. Ready to start name calling and mudd slinging. Get a clue

Posted by: BK4Life at May 30, 2007 9:32 PM

First of all. I was not offended. I am simply saying it is poor strategy, poorly executed and did not appear to have gone through the riguer of qualitative research WITH the INTENDED target audience. SO, your Oprah analogy failed there.

Now, anon at 9:21pm, who praytell do you think the target is??!?! And you are wrong. It is not only mentioning Bed Stuy it is peppered with nuances that appear as if they are speaking directly to it's residence. Those who subscribe to the "Do or die" moniker. The point you gave with Oprah is flawed. As I said before, I reside in Bed Stuy, proud Brooklyn resident. I am also potentially the target and it is WACK copy. Period. Straight up and down. This discourse is on how unauthentic is it and how it appears to be pandering to the target audience.

Now since this anon at 9:21pm chose to call me out and throw out the gauntlet, I'll address that as well. Where I grew up is inmaterial to this discussion. I live there now and a part of the fabric of my community. I am an active component of my community. My entire family is from Fort Greene. I know what you were attempting to achieve and I won't give it to you. Trust, at the end of the day, it is clear I am Bed Stuy. Period.

Posted by: Brooklynisis at May 30, 2007 9:36 PM

In the immortal words of Rakim Allah " It aint where you're from it's where ya AT ! "

Posted by: Anonymous at May 30, 2007 9:52 PM

As one who has worked in marketing research for the last 15 years, I can't believe that there were any focus groups conducted for this campaign.

The language used in this ad could resonate only with white, mid-size market, 20-year-olds who had been cryogenically frozen in 1987, and just thawed out last week. And finding such people to participate in focus groups is way too expensive for most ad agencies. And there aren't many of them in Bed Stuy, either.

Posted by: Tom at May 30, 2007 10:06 PM

9:21 and others. Virgin needs to use common sense. Forget about narrow targets. If Virgin conducts a marketing campaign in which they come across as not knowing what they are talking about (after all they are assuming that they are insiders), not knowing New York, not knowing what pisses people off, trying to be hip and being fake and out of it using stupid New York stereotypes (was this written in Kansas where they believe all this?).
They damage their name and their brand by this kind of stupidity.

Posted by: anon at May 30, 2007 10:09 PM

I'm exhausted. It offends you - too bad. If they increase their sales in the target group they succeed.

Go interview some 22 year old bed-stuy residence taking the bus and see how he/she feels.

Brooklynsis...although you said might not of said that it was offensive to you - you did say that it was a classic case of the white agency trying to be down. My point is that it is not trying "to be down" as you think down is. It is trying to be down to a different pop.

I assume in reality you are offended as you seem to be the perfect example of the yuppie newcomer mentioned in the ad. You are as Bed-Stuy as I am.

BK4life - I am not losing my footing OR being defensive. I am just trying to explain that according to the agencies research this copy hit a nerve with a certain segment - even if it was flawed.

My Oprah example was only used to explain that agencies place ads based on the audience which they are trying to target. They don't give a damn about the residuals. They could piss them off, offend them whatever. They only care about the intended audience who they are paying to reach.

Tom 10:06 - that is the beauty of the Internet as it pertains to market research. Yes Jethro from Oklahoma City can be from Bed-Stuy and particpate in an online focus group or survey. There are plenty of professional respondents now who can not be verified.

Posted by: Anon at May 30, 2007 10:31 PM

They also have a "Bridge and Tunnel" version in the W, 30s in Manhattan.

Posted by: anon at May 30, 2007 10:55 PM

Who are you anyway, 10:31? Why are you defending this POS. (piece of s**t)

Posted by: anon at May 30, 2007 11:50 PM

10:31

the last poster makes a pretty interesting point. Why are you so feverishly defending this crap if you don't have a vested interest? Crap like this doesn't do anything for the greater good of Bed-Stuy.. In your attempt to authenticate YOUR existence, you fail to understand the damage that crap like this does to a community.

Now... think long and hard for a witty comeback, and prove my point!!

Posted by: Bedstuy4Life at May 31, 2007 6:53 AM

I'm sure the majority of people who are upset by this ad are in fact "newcomers who want to change Bed-Stuy into some sort of yuppie strip mall."

Is Virgin profiting off of dissent? Sure. But when has capitalism not? Difference here is that Virgin is attempting to offend the ruling class.

Posted by: space pirate at May 31, 2007 8:33 AM

8:33, go back to outer space.

Posted by: anon at May 31, 2007 8:37 AM

BedStuy4Life -

If you read through the thread (@12:13)I was not defending this crap as you say. I was just responding to BrooklynSis' playing of the race card as this being an example of industry "whites" against "blacks". A typical move I might add when something hits a nerve (right newcomer?)

My point was just because it was offensive to her - it may not be offensive to their target audience - not a race issue.

I am not validating my existince. If you strongly believe that a few misplaced ads can do such extensive damage to a communnity then you are sadly mistaken. Look around and see what the REAL issues are facing the community and then go out and make some sort of effort to correct them - you clown.

Posted by: anon at May 31, 2007 9:40 AM

Bensonhurst Virgin Ad:

"Yeah, you like your neighborhood real. Real Pizza, Real Italian, Real Mobsters. We know you don't take crap from anybody, especally from any Black person who dares infringe upon your streets and trying to turn it into a ENY-style war zone. Keep it racist Bensonhurst, cuase if Bed-Stuy can "keep it real", you have the right to too.

If this is offensive, then why is the Bed-Stuy one not?

Posted by: common sense at May 31, 2007 10:00 AM

Space pirate, that's the silliest thing anyone has said so far. Virgin IS the ruling class. And they don't live in Bed-Stuy, and don't have to deal with racial/class tensions, and are willing to put an inflammatory ad on the street where anyone can see it, in the hope that it'll reach 1% of the population and convince them to buy a freaking phone.

But that's not the only message in the ad. If it convinces 1% of the population to buy a phone, and another 1% of the population to think to themselves, "Hey, they're right, I have noticed a few newcomers around here, maybe they're the evil yuppies I've been hearing so much about, how about instead of saying hi to them on the street like I have been, I just give them the evil eye and refuse to talk to them, come to think of it, how about I don't stop those kids from spraypainting their stoop like I did last week, since they're the ENEMY, and better warn my kids about the evil yuppies too", then the ad has undeniably done more damage than good to the community.

Does the ad for the Upper East Side read: "You rule, UESers. You don't take crap from anyone. Especially poor people who LOOK like they're just walking down your street, but are ACTUALLY plotting on mugging you. You call the cops on them every time. Good for you."? No.

No-one would ever stand for an ad like that. Why? Cause it would exacerbate the tensions that probably already exist in the neighborhood. And no advertising company has the right to do that just to sell a few phones.

Posted by: sylvia at May 31, 2007 10:09 AM

common sense: jinx.

Posted by: sylvia at May 31, 2007 10:34 AM

amen to that, Sylvia.

does njo one remember the very foul Joe Cool ads to sell Camel cigarettes in Black neighborhoods? The community protested so strongly that the ads came down and "Joe Cool" has been extremely uncool ever since. How about the community protests against the beer and liquor ads that made women of color all look like hookers and men of color like their pimps? Not sure if any of you recall the not too long ago ads for Captain Morgan rum on the subways- I'm white and I thought they were some of the most offensive, racist ads I've ever seen. I wouldn't buy that crap if you paid me. Eventually they did put in 1 or 2 white people but it doesn't matter. What matters is whether or not the community is willing to let corporate greed use them to fill their own coffers. If Virgin really cared about Bed-Stuy they'd be doing things in the community, like reading programs for kids, or funding commmunity services. Instead they foster anger and reverse racism. Gee- yeah- I want to buy their phone cards.

Posted by: resident of at May 31, 2007 10:37 AM

sylvia, you're pretty much proving my point. just to because virgin might be the ruling class doesn't mean it cannot offend the ruling class.

i think the ad is great. it stirs something up. it actually confronts a person moving to brookly from out of state with a pathetic sense of entitlment. but i think much of the reaction on this forum is an example of how the US poplution, despite meaningless catagories of class and race, would rather exist in a box than actually for once think critically about the world.

Posted by: space pirate at May 31, 2007 11:02 AM

/\ since you obviously hate white people, space pirate, why not put up the Bensonhurst ad?

Posted by: common sense at May 31, 2007 11:11 AM

jesus h. christ. were you people born yesterday? like this kind of shit has never happened before? it happens every single minute of every single day, everywhere.

this is laughable. practically all the products you buy are marketed with the same kind of "buying this product props up my belief that i am some kind of independent person and therefore - a rebel" minded marketing bullshit, from urban outfitters and american apparel to puma and adidas to the rapture and the yeah yeah yeahs to ford and chevrolet.

open your eyes and look around you, for once.

Posted by: www.cochon.name at May 31, 2007 11:28 AM

Disagree completely, Cochran Name. It's just not true. Please name one specific ad that's like this one.

I've never seen an ad that so directly insults an entire segment of the population, and at the same time panders so irresponsibly, encouraging the blame-whites-for-everything attitude. An attitude that is incredibly destructive and unhelpful for black youths.

Posted by: Anonymous at May 31, 2007 1:17 PM

sylvia - right on. you covered it right there. everyone else just keeps missing the point. the ad sucks. it celebrates tension, not difference. and it makes the assumption that if you're from bed stuy, you believe in the violence inherent in the "do or die" phrase.

Posted by: Anonymous at May 31, 2007 1:18 PM

Space Pirate said:

" think the ad is great. it stirs something up. it actually confronts a person moving to brookly from out of state with a pathetic sense of entitlment."

Actually as Americans we ARE entitled to move anywhere we want in America. We don't need permission from others. Strange you don't think people can do this. It's very sad your mind is trapped in the prison of believing nobody can change their lives or environment. That you believe where you come from is where you are stuck forever. Physically and mentally both. Please don't spread that silly belief among young people. They really don't need it.

Posted by: Anonymous at May 31, 2007 1:33 PM

Many of you said what I was thinking or about to say... The matter is not taking offense, yet questioning the brand's motives and "what are they thinking"? It lacks authencity plain and simple. If you walk down certain streets in Bed Stuy that are burned out and lack resources, stores ARE needed and welcomed are you kidding? All I was doing was questioning the tonality as not being celebratory and pandering (ANYONE from Bed Stuy knows you cannot feasibly put a strip mall anywhere... the language is off kilter).

Incidentaly - I have written MANY brands demanding offensive ads get removed in my community... I also work in effecting the way people of color are portrayed in advertising. It's my life. So I walk the walk - believe that.

Posted by: Brooklynisis at May 31, 2007 2:55 PM

Hey guys... okay everyone is up in a tizzy over this... Next! Now. How would you make it better? What would it say to celebrate Bed Stuy swapping out the language they have above. Curious...

Posted by: Brooklynisis at May 31, 2007 3:19 PM

Assuming they're still trying to sell phones? How about: "Call your mother. Pay as you go."

People could get whatever message they want from that:
a) we should all call our mothers more often
b) wink wink, if you don't call your mother all that often, here's the calling plan for you
c) but you should still call your mother more often

See? How hard is that?

Posted by: sylvia at May 31, 2007 3:57 PM

Jeezus.

Don't you people have anything better to do than argue the merits & weaknesses of an ad on a blog about real estate and architecture?

I mean yeah, it's a crappy ad. Like I said before, Mother is a great agency and they generally do great advertising, and it bewilders me why Virgin would go with some dinky B-list agency in North Carolina when they're trying to appeal to a local NYC market when they've got a relationship with a much better agency. Bad decision on their part.

Is it worth boycotting Virgin? No.
Is it worth defacing that ad? Sure, as long as it's not too much trouble for you.

I'm tempted to do that myself, except it would require too much effort and frankly, I have better things to do... which obviously could be interpreted as me agreeing that they're going for a market other than myself.

Or, if you're really that offended by it, instead of just posting bulls**t on this blog, why not actually do something and email virgin and their agency and let them know you're offended by their ad.

SO to sum up: Yes, it's a bad ad. Bad concept bad execution. Bad bad bad.

Am I their core demographic? Nope. Oh well. Maybe I'll respond to an ad appealing to NYC creatives or something or maybe I'll just like their service better than T-Mobile. Anything is better than T-Mobile in Bed Stuy.

Is it worth doing anything about? Not to me, unless I just happen to be in the vicinity and am already defacing property so it's no added trouble. Maybe to you it is though. What can you do that is PRODUCTIVE? Email, call, write letters and faxes to Virgin and their agency and tell them why you're offended. That way they can better plan their next round of ads and they can appeal to your demographic.

Am I wasting MY time writing this? Yep probably. I'm a hypocrite and a procrastinator and I like to waste my time. So sue me. I've realized the error of my ways. OK bye.

Posted by: bed stuy "newcomer" at May 31, 2007 4:12 PM

How about this:

BED STUY

OUR SERVICE IS BETTER THAN T-MOBILE. YOU CAN ACTUALLY MAKE CALLS AND PEOPLE WILL HEAR YOU AND YOUR CALLS WILL CONNECT.

AND BY THE WAY, VERIZON SUCKS TOO.

PAY AS YOU GO, SO IF THE SERVICE GETS WORSE YOU CAN SWITCH TO AT&T OR BOOST OR WHOEVER YOU WANT WITHOUT HAVING TO PAY THE $200 FEE.

Posted by: bed stuy "newcomer" at May 31, 2007 4:18 PM

How about.
BED-STUY!
"Is Brooklyn in the house? Without a doubt " From Biggie to Scott Baio, From Henry Miller to Mos Def.
Brooklyn is more than just a place on the map, it's a state of mind.
A state of mind that demands control of your own destiny. At Virgin, we understand that. You only make changes if you want. That's the beauty of our cellphone plans without contracts. Because Bed-Stuy, we know you call your own shots.

I know.. henry miller is from williamsburg... but it makes the point!

Posted by: bedstuy4life at May 31, 2007 4:33 PM

Um... okay. Actually bed stuy "newcomer" I was asking to re-write what they have above in a more authentic celebratory vernacular that would resonate with the target and not appear to pander...

As I said before, noone is callling Jesse and Al nor should we deface or to burn the bus stop ad in effigy. Yes. It could have been executed better, okay let's move on. And again, I am the sister who writes people and attempts to be an agent of change. Just curious how you all would re-write this...

Posted by: Brooklynisis at May 31, 2007 4:34 PM

Very nice, bedstuy4life. I like your ad suggestion.

Posted by: Is_it_5_yet? at May 31, 2007 4:39 PM

Someone give bedstuy4life a job as a creative!!! Kudos... Any quote of Biggie Smalls gets my vote :-)

Posted by: Brooklynisis at May 31, 2007 5:03 PM

Was Scott Baio from Bed Stuy?

Posted by: Anonymous at May 31, 2007 5:24 PM

I like bedstuy4life's text too! Being inclusive is so much more cool.

Cliquey nastiness is tiresome and dumb.

Posted by: Anonymous at May 31, 2007 10:02 PM

WHOEVER IS RESPONSIBLE FOR THIS CAMPAIGN DESERVES WHATEVER KARMA HAS IN STORE FOR THEM.

Posted by: dave rules at June 1, 2007 3:59 AM

Actually as Americans we ARE entitled to move anywhere we want in America. We don't need permission from others.
Posted by: Anonymous at May 31, 2007 1:33 PM

This is the same attitude that allows Walmart developers to destroy communities and local economies.

But it's okay beacuse "we're" Americans.

Posted by: space pirate at June 1, 2007 8:16 AM

Space Pirate- anon 1:33 is exactly right- and it has nothing to do with WalMart and everything to do with freedom.

It's a shame you don't remember the sacrifices made by thousands of Blacks, Whites, and others to have that right. Or would you rather we go back to the old days with separate drinking fountains and bathrooms? And how about your right to live where you want? Giving that up?

Posted by: resident of at June 1, 2007 10:39 AM

Resident.

You're way off base. This has nothing to do with the right to move as we please. Maybe you should re-read all the thread.

Posted by: Anonymous at June 1, 2007 11:05 AM

You're way off base, Anonymous 11:05am. Resident, was responding to a specific statement made by someone else (Space pirate) earlier in the thread. Perhaps you should take your own advice.

Posted by: Anonymous at June 1, 2007 11:11 AM

OK OK OK... we all have the right to move wherever...

I recently met a member of the first AFRICAN AMERICAN family to move onto the block (in 1939) so we're all newcomers at one point or another.

Posted by: bed stuy "newcomer" at June 1, 2007 12:31 PM

Hey Brownstoners – Virgin Mobile here. We’ve seen the dialogue that’s going back and forth. Since we started Virgin Mobile, we’ve always been dedicated to what consumers want. So here’s an invitation to have a say in the You Rule campaign. We’d love to see your own version of a Bed-Stuy, You Rule ad. Just follow the format of the ad already in place and let’s see what you’ve got. We'd like to print up the best of the bunch in your neighborhood. We’ll check back in on Monday morning. Thanks again for all of your thoughts and ideas.

Jayne Wallace

Virgin Mobile USA

Posted by: Jayne Wallace at June 1, 2007 5:41 PM

Hi Jayne-

Thanks for jumping into the conversation! We appreciate that you're keeping in touch with us.

Instead of offering copy, I'm going to one-up you and put forth a challenge to Virgin, a marketing strategy and an explanation of my rationale. This will be a bit long-winded, but here we go:

First off, we appreciate Virgin Mobile's interest in the Bed Stuy community, however, isn't writing copy the job of your ad agency?

I'm sure they were paid handsomely for the copy that has caused so much of a flap and has offended so many here, so would Virgin Mobile be willing to extend the same offer to the Bed Stuy community as well for their copywriting services?

After all, our words (copyrighted material, by the way) are going to be used to market Virgin Mobile's services to the people who are writing them.

I'm challenging Virgin to step forward and set an example for other companies and use the money that would have gone towards paying an ad agency to come up with this copy to sponsor community-enriching efforts and events.

Bed Stuy isn't as as wealthy a neighborhood in monetary terms as say, Brooklyn Heights or Park Slope, but we are rich (dare I say RICHER than them) with community pride and drive.

The fees paid to your agency are substantial I'm sure, even for a large corporation like Virgin, but please keep in mind that you're talking about a community where every dollar counts.

The community is in desperate need of improved schools, public cleanliness (Bed Stuy is officially the city's dirtiest neighborhood according to the Dept. of Sanitation), crime prevention and greener streets, to name a few things.

And I'll let you in on a little tip about the character of Bed Stuy-ers: we are very community minded and very loyal.

If Virgin is willing to place a monetary value on their commitment to Bed Stuy, we will surely reciporocate by giving back by being loyal customers for Virgin. The more we see investment in the community from big business, the more it benefits everybody.

And here's the best part - it's the concept that pulls the whole marketing strategy together:

Phone plans with contracts (and heavy early termination fees) ASSUME that the subscriber wants out of the contract. Virgin's don't do that. Your phone plans rely on happy customers who WANT to remain with Virgin. In short, it relies on LOYALTY of your customers rather than strong-arming them into staying with their plan. This plan would build loyalty to Virgin through a real commitment to the community. We would see your presence here and Virgin would feel our appreciation through a stabile, loyal customer base.

Posted by: bed stuy media guy at June 2, 2007 11:58 AM

I'm with BedStuyMediaGuy.

Jayne, it's lame to come to us with an invitation to basically do your work for you for free. You all broke it, you fix it. For real. In the community. With Virgin all over it.

I like the tie in to the pay-as-you-go phone angle, BSMG. Way to make meaning out of commerce!

Posted by: Anonymous at June 3, 2007 7:44 AM

4:33- i hope that you've called your lawyer to secure some rights for the on point copy you've written. virgin should have done half as good a job.

just want to say that as a newcomer to bed stuy by way of fort greene i am so happy to see this thread. not happy that virgin has made asses of themselves by insulting the community, but happy to see the many eloquent responses that have followed.

this only reinforces my excellent decision to live here and raise my (white) family. i love the pride, individuality and loyalty of my neighbors and the inclusive spirit that is bed stuy. that's what it's all about. wake up virgin...1987 was a long time ago.

Posted by: anon at June 3, 2007 11:45 AM

4:33 already has secured his/her rights to the text he/she wrote. A work is copyrighted as soon as it's put into tangible form (ie: published on this blog).

If you think they're really going to publish your text, thereby violating your copyright, you can register with the US Copyright Office by filling out the forms available at www.copyright.gov and paying a $45 fee. This allows you to also sue for legal fees and statutory damages if a party violates your copyright (among other advantages).

Full info about registration is available here:
http://www.copyright.gov/circs/circ1.html#cr

Posted by: Anonymous at June 3, 2007 1:58 PM

here's virgin's response to an email i sent earlier today. totally insulting and inadequate--

Thank you for taking the time to write. We
appreciate your comments and
recognize that we touched a nerve here. We have
invited Bed-Stuy
members of a local blog, www.brownstoner.com, to
provide us with
suggestions for an alternate poster for the
neighborhood, and extend
that invitation to you as well. Virgin Mobile
has always been dedicated
to giving consumers what they want, and this
seems like a good way to
demonstrate that.

Jayne Wallace
908-607-4014
Virgin Mobile # 917-374-9746

Posted by: anonymous at June 3, 2007 5:33 PM

Enough already,

Brooklyninisis you hopefully won't join another advertising firm in your long career that perhaps won't be dedicated to the black journey. Please sign a contract that your salary and career will never take precedence to your obvious humble current beliefs. You know like Spike Lee who apparently did the right thing when he left Brooklyn for the Upper East Side. I'm not saying that people of color don't have a right to move up and onward just trying not to be spoon fed your bulls*&t!

Posted by: curious at June 4, 2007 8:03 AM

this is not about people of color fighting for justice-bed stuy is not only about people of color, by the way...i am white and i think that this campaign stinks on every level.

Posted by: anon at June 4, 2007 1:03 PM

I agree with 1:03.

There wasn't any sort of race reference in the ad - there WAS a class reference, but black folks can be Yuppies too.

The most ironic part of all this little sub-plot about Brooklynisis, is that s/he has told us s/he works in a professional capacity and lives in the city. We don't know her/his age, but if s/he is relatively young, that makes Brooklynisis a Young Urban Professional (AKA "YUPPIE").

Sorry, Brooklynisis, if I've made assumptions about your age, but you sound most definitely like an Urban Professional (and I mean that in a good way - I'd rather be a "professional" than an "unprofessional" or a deadbeat) and you're obviously young enough to keep up with blogs and such.

So it seems there are YUPPIES who are part of the target audience, myself included.

Anyway... HAHAHAHAHA.
That is funny.

Posted by: Bed Stuy YUPPIE and proud at June 5, 2007 10:24 AM

These ads are so disgusting and condescending. They are just so disturbing on so many levels. But then again most people who work in advertising are pretty despicable as well.

Posted by: db at June 5, 2007 10:40 AM

5:33 - you are right... totally insulting.

I really love how they're "inviting" us to do the job of their ad agency. They're "dedicated" to us helping them sell their products to us but that's about it.

This makes for such bad PR for them on so many levels, it astounds me.

This is an opportunity for Virgin to do some good, get some great PR in the process (which is worth more than any advertising campaign - it could be implemented in other areas in other communities across the country as well), get a buzz going and further their brand in many ways, but they are so completely missing the boat.

Instead of building a relationship with the community and fostering a loyal customer base, they're alienating us even more.

Do they not realize that word of mouth is the best and cheapest marketing?

Here's a great example of how they're losing out: my parents have been with Sprint PCS for ages because I bought my dad a Sprint phone for Christmas 7 years ago. I've since changed providers 2 times but they're still with Sprint. Even though my loyalty has waned, they're still going strong. So, let's do the math: $100 plan per month x 12 x 7 years x 2 parents = Sprint has made at least $16,800 off my one purchase. And that's not counting the roaming, overage fees and new phones they've bought in the past 7 years.

I won't be buying him a Virgin phone any time soon. A snowball's chance in hell at this rate. Sucks for them. Oh well, I guess it just goes to show what their true intentions are.

Posted by: Anonymous at June 5, 2007 10:58 AM

This is proof most advertising people are semi-educated white males in ivory towers who get most of their cultural knowledge watching movies and focus groups because they wouldn't dare to go where real people hang out.

Posted by: Somebody at June 5, 2007 11:52 AM

If there was truth in advertising this is what the ad would've read like:

BED-STUY YOU SUCK
That's what other Brooklyn people say. But we couldn't possibly know, because we're a British company who's never settled foot in your neighbourhood and the only reason we know you exist is because reseach says most of your population is black and poor and have no credit history which is perfect for selling our service so we hired this agency with guys that got college degrees on Brooklyn studies and watched "Do The Right Thing" at least twice to praise whatever your neighbourhood has to offer. We don't have a clue what that is because we're never 10 blocks away from the Waldorf whenever we're in New York. Anyways, try our shit, you'll like it.

Posted by: Commenter at June 5, 2007 12:15 PM

Actually, the British ad agency (Mother) is the one producing the good, witty, on-point Virgin ads. London is a very vibrant, diverse place and very similar to Brooklyn in many ways. This campaign is from the ad agency consisting of frat boys from North Caronlina.

Better than write a new Bed Stuy ad, let's offer our suggestions for a Virgin ad for Durham, North Carolina.

I'll start:

DURAM, YOU RULE

You have the tenacity to overcome rape charges and go on to reach the national championship. Sure you're sexist, racist frat boys who hire strippers with mommy and daddy's money and you may fantasize in emails about violent rapes, but at least you haven't acted those fantasies yet. That's why you need Virgin Mobile's pay as you go plans. No contract and no commitments so you can save your monthly allowance for the big kegger next week and you're not tied into a contract while you're waiting to get acquitted.

Presenting a plan as awesome and innocent as you: Durham, You Rule.

Posted by: Anonymous at June 5, 2007 5:35 PM

oh, by the way-i know scores of successful white people moving into bed stuy, and plenty who already live there. why? because it's beautiful and (just) affordable, and the neighborhood spirit is strong. oops! mother & virgin and the whole damn lot of you- looks like you didn't do your homework. surprise, surprise!

Posted by: anon at June 5, 2007 5:48 PM

BED-STUY, YOU SCARE US.

The truth is, we at Virgin are too scared to come to your neighborhood because don't want to get shot. Don't you know, we make most of our money from people who don't have good enough credit to get a real cell phone contract? That's why we're advertising to you people. We how how important it is that you can make your booty calls and score some smoke. And with our plans, you can put them on hold indefinitely while you're in the joint for armed robbery or carjacking. That's the beauty of our cell phone plans without contracts. Thanks Bed-Stuy. Please don't shoplift our phones.

Posted by: art disease at June 6, 2007 12:05 PM

Lol- chill people I think these ads are fantastic and well done (lol - maybe because the UES is my local and I think the copy in that one is funny).

Thanks Virgin for trying to do something different rather than just boring crappy brand awareness marketing.

Cheers,
Dean Collins
www.collins.net.pr/blog

Posted by: Dean Collins at June 11, 2007 11:30 AM

Yeah, people. Chill! The UES ad makes "Dean Collins" "lol" and he's, like, totally from there.

Posted by: um... what? at June 12, 2007 11:47 AM

u guys are gentrifying the shit outta bed stuy and brooklyn and now ure getting mad. foh! theyre calling it like every other new yorker sees it. thank god.

i agree with one of the first posters, u gentrifiers doth protest too much.

i miss the old new york.

Posted by: Adrian at June 18, 2007 12:35 AM

u guys are gentrifying the sh.. outta bed stuy and brooklyn and now ure getting mad. foh! theyre calling it like every other new yorker sees it. thank god.

i agree with one of the first posters, u gentrifiers doth protest too much.

i miss the old new york.

Posted by: Adrian at June 18, 2007 12:35 AM

white people think they own everything. can come into bed-stuy and now its "their" block and neighborhood. it wasnt their neighborhood when there were crack vials on the floor, but now its a little cleaner, its the only place they can afford in the city and now its all of a sudden "their" neighborhood.

i swear, white people think they own everything.

Posted by: Anon at June 18, 2007 12:43 AM

white people swear they own everything. they feel as if they can come into bed-stuy and now its "their" block and neighborhood. it wasnt "their" neighborhood when there were crack vials on the floor, but now its a little cleaner, its the only place they can afford in the city and now all of a sudden its "their" neighborhood.

i swear, white people think they own everything.

if it gets bad, you guys are the first ones out. you are newcomers! all these clean-up projects, why werent u coming down to bed-stuy and doing clean up projects before, we really needed it back then. this blog's demographic is made up of newcomers, or people who are looking to move into bed stuy, so of course you are going to get offended when somebody calls u out.

why dont u ask us true long-time residents what we really think of the changes this neighborhood is going through. i promise you, you will not get a nice response.

Posted by: Anon at June 18, 2007 12:48 AM

Anon, you must be kidding. I have been received very well in the neighborhood. Ha. Of course that all changed as soon as I started to wear slacks, shirt, and a tie. Why is that? Why is it that when I wore jeans, t-shirts, and carried a backpack I had no problem, but as soon as I look like I have a business job, the tie becomes a bullseye? Since the beginning of June I've had no less than four incidences where it was verbalized how I was not wanted. I've been here almost a year w/o many comments until now. Well, that is just too bad because this is the cheapest place and the closest to the city that I don't won't move. I just hope more people start moving here. It'd be great to have more restaurants, stores, and less boarded up buildings. Do your part and when you see me make sure to say hi.

Posted by: really? at June 20, 2007 9:55 PM

I'm a "professional" black male living in Bedstuy.. I grew up here and have spent most of my 20 some odd years here in the same brownstone.

The problem isn't a color issue. It's a class issue. Myself, being able to afford to actually live almost anywhere (except that island I so need to get to) I realize the pure luck of my situation. The brownstone I live in was bought by my parents and they've since moved on. That said, being aware of where I live and the culture that surrounds me is an important facet to generally take into account. I don't really expect to see better stores pop up because the community can't really support it. There are a bunch of 99 cent stores because the main popolous makes an annual avg of some 20k and that's median for a 5 family. In business it's strictly business so feeling slighted if Hermès couture isn't available around the corner, would be a tiny bit silly.

The main issue I notice is that alot of gentrifiers black or white come to the community with prospects of it becoming some lovely trinket village. However, these same persons will not fight for the issues that will make it so. So the general populous becomes displaced instead of part of the process.

Partonize a particular business. I normally buy from Bravo even though it maybe overpriced for some of the smaller things I need. Donate to the political parties involved in the district on both sides asking for the same improvements from each side. Call 311 when you see a problem, they will come and they will fix it. Know your neighbors or get to know people and realize that black, asian, white some people clearly have it out for you and they should be avoided at all cost.

Also I've noticed that the new properties going up have cameras, fences all sorts of security like devices from magnetic door locks to barb wire. It's not really the best way to come into the neighborhood. Generally if it's not nailed down it will be stolen but some of the stuff I've seen is quite excessive and in all honesty if someone in Bedford-Stuyvesant wanted to steal it; you could put an army on watch through the night and it'd be gone by morning. Recommended is subtle but secure installations. You want to be apart of the community, but live in isolation. That simply can't work and your neighbors and current residents will be averse to you prescence.

On the flipside, community residents should at the very least be willing to welcome any new neighbor who shows an interest and willingness to be apart of the community.

Anyway..I find alot of people on this blog have been quite childish about the situation in regards to Bedstuy. Everytime I come back it's quite less informed discussion and more decisive division from both sides.

Posted by: herkimer at June 26, 2007 10:11 PM

you know the "REAL" inhabitants of bed stuy fall in the following categories,

a) can't read the damn ad
b) don't give a shit to read the damn ad because they are too busy hustling crack
c) can't read the ad because they are too drunk drinking old english at 8 in the morning
d) all of the above.

AND THAT WAS THE POINT! the ad wasn't ACTUALLY made to speak to BLACKS/BED STUY ruffians... but more to the people, ahem, CAUCASIAN people like the ones getting their pseudo-colorblind panties in a bunch. duh. take a class in what we (real, educated designers) consider the idea of "reverse advertising, via displaced anger / disassociated relation". NOT GUERRILLA advertising.

AND THAT WAS THE POINT! the ad wasn't ACTUALLY made to speak to BLACKS/BED STUY ruffians... but more to the people, ahem, CAUCASIAN people like the ones getting their pseudo-colorblind panties in a bunch. duh. take a class in what we consider "reverse advertising, via displaced anger / disassociated relation". NOT GUERRILLA advertising

Posted by: liz at July 3, 2007 1:37 AM

Okay i was born and raised in Park Slope, my father was born and raisedin park slope. We live in the same house my father grew up in, WE ARE BROOKLYN. we cant afford Gristedes Grocery stores, or "back to the land" foods. we dont wat organic food. We buy quarter waters and icies, run thru the fire hydrants, We are real lower middle class. This ad is targeting the middle-lower class people of the 'old brooklyn' the thing is these people (their target audience) arent really pying attention or on these kind of websites putting their 2 cents in.

the least that virgin did was give people a lil neighborhood pride. thats wats up!
F the YUPPIES...go back to Wyoming, NEw Hampshire, n WATEVA HICK TOWN U CAME FROM!!!!!

Posted by: DESI at July 20, 2007 2:23 PM

You can delete what we write but they still hate you all coming into their neighborhood. When they riot don't say I didn't tell you so.

Posted by: DoOrDIe at August 7, 2007 1:38 AM

You delete the Posts from Blacks trying to warn white people that Bed-Stuy is about to erupt but keep racist posts such as:

you know the "REAL" inhabitants of bed stuy fall in the following categories,

Don't worry not only are we not crack heads and drunks in Bed-Stuy but we are computer literate and have been printing and passing this website along. Know why they hate you all now?

Posted by: DoOrDieBedStuy at August 7, 2007 1:58 AM

Good point: "Believe me, the industry knows you all too well"

My take: I saw the ad, yes its disgusting. but at least they thought of us. next time it'll get better, but right now that is one of the top worst ads I've ever seen and it really does make me wonna puke.

"Bed-Stuy persona"

Posted by: RepresentingBrooklyn at September 30, 2008 10:02 AM

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May 30, 2007

'Phone or Die' in Bed Stuy

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