The launch ads for streetwear clothing e-tailer boo.com have shocked many cyclists. One of them features an aerial blood-and-guts shot of an American cyclist being lifted from the gutter by paramedics after hes slammed into a water hydrant. The ads are in poor taste, say detractors.
Theyre also highly unoriginal. The boo.com campaign seems to be a mix between Benetton and their shock-tactic ads (gaunt man dying of aids, glistening newborn baby etc), and VW, with their bump-into-lamposts-because-of-cheap-prices ads. Both Benetton and VW do it better.
The boo.com site is months behind schedule, has cost its investors millions and millions, and is also viewable only by those with the absolute latest Shockwave and Flash plug-ins. Its slick and trick, but even with an ISDN line its painfully slow.
The lacklustre ads can therefore be seen as compounding boo.coms poor marketing and technology efforts to date.
BikeBiz gets upset about potential being squandered; Grace Nicol is upset about the image of a squashed cyclist.
I find your advertising ...depicting cyclists in horrific accidents disgusting and extremely offensive, she complains to boo.coms PR manager.
Your postcards not only sicken people they also present negative images of cycling as something dangerous or even fatal.
However, Sustrans is never an organisation to miss a trick of its own because Grace Nicol added, hopefully, Perhaps you would consider sponsoring Sustrans to reverse this negative campaign?