Levi’s Cancel Advertising Campaign
Branded clothing retailer Levi’s has announced it will be suspending its advertising campaign because the images resemble scenes from the UK riots.
The brand had been trying to reinvigorate its “youthful optimism and energy” with its advertising campaign. The promotional campaign was due to be launched on TV and cinema as well as Facebook.
Following the disturbing scenes during the riots music, computer games, government and advertising have come under fire for encouraging the youth to riot. Business and society has an active role to play in shaping the country – but are they responsible for what’s happened?
No, they can’t be.
People have the freedom to choose their actions. Granted, organisations have a code of conduct and ethics which they should adhere to however, like all of us, rioters have the choice to decide how to act. The UK riots should be condemned by all, but instead of pointing the finger of blame, we should be using marketing techniques to understand the demographics of the people participating in the riots.
By better understanding the target audience we can comprehend whether this is mind-less violence or a minority of society which feels it’s been excluded.