'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.
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.
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?
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.
8:33, go back to outer space.
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.
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!!
Who are you anyway, 10:31? Why are you defending this POS. (piece of s**t)
They also have a “Bridge and Tunnel” version in the W, 30s in Manhattan.
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.