Advertising At Ground Zero: Creative or Offensive?

Four days ago, while massive crowds were gathering outside the White House and at Ground Zero in support of President Barack Obama’s announcement of the death of Osama bin Laden, others were plotting ways to capitalize on the story itself.

When the news of Osama bin Laden’s death broke, opportunists immediately jumped on the bandwagon. Cybercriminals lurked in the wings with their never before seen “Osama death photos.” Pranksters created parody Twitter accounts with Osama bin Laden tweeting from the grave. Even advertising agencies worked well into the night on branding opportunities for their clients to share in the spotlight.

Advertisers look to build ad campaigns centered on what is trending. Our inboxes fill with spam as brands attempt to mold themselves into something they are not. The latest headlines have eclipsed the afterglow of the royal wedding, and suddenly companies have become model patriots with their messages of American pride.

Again today, crowds repopulated the streets of Lower Manhattan for President Obama’s visit to Ground Zero. Street vendors were seen peddling American flags, holding up t-shirts, and shouting “Obama got Osama.” Profiteering was rampant.

When the president arrived, he exchanged heartfelt hugs and handshakes; he laid a ceremonial wreath in honor of the victims of 9/11, and he led a moment of silence. However, he did not make a speech. A White House spokesperson later explained that the president did not want to give the appearance of using the ceremony for “political gain.”

After the presidential motorcade departed, crowds exhibited support and solidarity by chanting, “USA! USA!” The city seemed more alive and energized than ever.

Advertisers saw this as a lucrative opportunity to seize the moment and put their brand message in the middle of all the action. If you recall, on September 11, 2001 advertisers were pulling advertisements. Now, roughly ten years later, it appears quite the opposite.

One niche advertising company, Bootcamp Lights has been inundated with requests since the launch of their business. Two weeks ago the aerial advertising brand unveiled a custom built R22 helicopter, outfitted with a 36-foot digital billboard. “We had the perfect opportunity to put our clients above a captive audience at Ground Zero, but this just didn’t feel right,” says Kyle Benham of Bootcamp Lights.

The advertising industry is looking more towards these non-traditional methods to gain a competitive advantage. They strive to break free of all the clutter. In this viral era, advertisers get impatient waiting for results. Bad press is often equated with immediate success.

Setting patriotism aside; the real question we have to ask ourselves is -- is it ever acceptable to profit off of tragedy?