Controversy isn’t necessarily a bad thing. Sometimes, it means exposure – and when it comes to advertising, exposure is one of the most important things you can get.
This daring ad by Sportsbet has created quite the stir. For starters, its figurehead is none other than sprinter Ben Johnson, whose gold medal was famously rescinded when it was discovered that he’d been using illegal performance-enhancing supplements.
The ad has left Australia’s prominent anti-doping organisations in an uproar, questioning its moral compass and accusing it of making light of illegal drug use. When asked about the ad, Sportsbet’s official statement was that applying a moral compass to it is “plainly irrelevant”.
After several complaints from viewers and sporting organisations, the ad has been pulled by the Advertising Standards Board.
Did Sportsbet make a mistake, or should companies be willing to be daring in their advertising material? Regardless of public opinion, the ad is being talked about and shared – and Sportsbet as a brand benefits from the increased awareness.
