9 Jan 2012


A gym in Dubai stirred up a hornet's nest of controversy on Facebook after the company, The Circuit Factory, released an ad spoofing the Auschwitz concentration camp for their facility.
Here's what the company's founder had to say: “The idea of the campaign isn’t to upset anybody. The way branding works is (listen closely to this expert) you want people talking about your business. We want them talking about us, but we don’t want people to take offence at it. He added that he used the Auschwitz image because the classes are "like a calorie concentration camp."
Now before we throw stones at these people for profiting from genocide, furthermore, before we ask how these people released this ad thinking they will not stir this level of controversy - it's wise to remember, they probably did realize it's going to be that controversial. And they profited from it.
Not saying I support their use of this historic event for advertising purposes here. I'm just saying, the media (and of course, the internet...oh, internet!) loves to dig up controversy, often where it's not, or blow it up out of proportion. But I'd hold out on jumping on the "controversy" bandwagon and getting your torch and pitchfork ready just yet. What they did was bold in my opinion, and I admire the kind of courage required to do this sort of thing.

Even though it was a really stupid thing to do.

What do you think?

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