'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…
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.
What are we calling “yuppies” these days? I’m a bit behind the times.
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.
Hey Bob:
Would you prefer “Bobos”?
OK, so who’s the biggest yuppie here?
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…
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?
John – small point: this isn’t a POS ad (aka Point Of Sale). This would be classified as an “outdoor” ad in ad-speak.
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
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!