After the WWF appeared to initially deny approving the ad, DDB Brasil and the WWF hammered out a statement posted in Portuguese on both groups' Brazilian websites Wednesday afternoon apologizing for the ad and attributing it to "the inexperience of some professionals on both sides, and not bad faith or disrespect toward American suffering."
The statement continued, "WWF-Brasil and DDB Brasil reaffirm that the ad never should have been created, approved or run. They deeply regret that this happened, and apologize to everyone who has been offended."
DDB Brasil has been the WWF's local agency in Brazil for the past three years and has won numerous creative awards for its work for the conservation group. The agency was also named Agency of the Year at the Cannes Lions International Advertising Festival in June for winning more Lions than any other agency.
In a separate mishap in a bad week for DDB Brasil, "Tsunami" accidentally ended up in a folder for work to be sent to journalists by the agency's public-relations department and was mistakenly sent to Ad Age sibling Creativity this week as though it were a new print ad. It was described in the e-mail as "a great campaign."
A DDB Brasil spokesperson in Sao Paulo said a video version of the ad being circulated on the internet was not done or authorized by the agency or the client. She said DDB execs first saw the video, which features slightly different copy, on the internet and don't know who created it.
@ 'Ad Age'
And now they are denying making the video and as one comment there says...
"...Because complete strangers are always picking print ads at random that ran once and duplicating the exact same art perfectly for a :30 spot. No, yeah, happens all the time."
Update:
Now the video has been removed from You Tube because of a copyright claim by DDB Brasil! Hmmm!
You can still watch it here with the news that the video was actually entered into the Cannes advertising awards!
The statement continued, "WWF-Brasil and DDB Brasil reaffirm that the ad never should have been created, approved or run. They deeply regret that this happened, and apologize to everyone who has been offended."
DDB Brasil has been the WWF's local agency in Brazil for the past three years and has won numerous creative awards for its work for the conservation group. The agency was also named Agency of the Year at the Cannes Lions International Advertising Festival in June for winning more Lions than any other agency.
In a separate mishap in a bad week for DDB Brasil, "Tsunami" accidentally ended up in a folder for work to be sent to journalists by the agency's public-relations department and was mistakenly sent to Ad Age sibling Creativity this week as though it were a new print ad. It was described in the e-mail as "a great campaign."
A DDB Brasil spokesperson in Sao Paulo said a video version of the ad being circulated on the internet was not done or authorized by the agency or the client. She said DDB execs first saw the video, which features slightly different copy, on the internet and don't know who created it.
@ 'Ad Age'
And now they are denying making the video and as one comment there says...
"...Because complete strangers are always picking print ads at random that ran once and duplicating the exact same art perfectly for a :30 spot. No, yeah, happens all the time."
Update:
Now the video has been removed from You Tube because of a copyright claim by DDB Brasil! Hmmm!
You can still watch it here with the news that the video was actually entered into the Cannes advertising awards!
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