Get a load of this. Canal+ ad for the upcoming world hockey championship 2012.
There are so many things wrong here I don't know where to begin. Perhaps the most disgusting quality of the ad is its view of the target group - hockey fans. Seriously, you're awkwardly comparing winter war to ice hockey and we're supposed to have a breeze of sentimentality? Or is it supposed to be funny? Maybe both? By making this ad you're sending a clear message: hockey fans are a homogenous group of low-brow morons who are easily seduced by a whiff of weird nationalism where honor exists only in the rink or on the battlefield.
Trying to simplify target audience can be useful sometimes. Underestimating and condescendingly trying to sell something to a pretty big part of the nation is fucking stupid. I for one, was considering buying the Canal+ package for hockey championships. Not anymore.
Posts
