IF YOU GIVE A SHIT, SHOW IT

Rather than being afraid of sparking controversy, brands should stand up for the causes that matter, says Angela Barnett. Even if this means taking the odd jab on the social media chin.

THE TV AD begins with a room full of people. All Danish, but different. Men, women, teens and children look uncomfortable standing together and the voice over begins. “There’s us and there’s them. The high earners and those just getting by. The people from the countryside and those who’ve never seen a cow. The religious and the self-confident.” People look awkwardly at each other until a man asks whether anyone’s been the class clown, and a handful of strangers step up. Then he asks whether anyone’s a step-parent, been bullied, or seen a UFO? Have they had sex recently? Are they lonely? Or have they ever saved a life? As people come together with shared experiences, the viewer sees how quickly we can go from categorising to feeling part of a community. In three minutes we’re reminded of our joint humanity.

Given the current international rhetoric on facism, exclusionism and racism, the ad, from TV2 in Denmark, is revolutionary. It’s a bold move for any brand or business to make a political or social stance. The world is full of individuals having opinions, loudly, right now. That’s our right. But should brands, with the weight and financial muscle they can put behind messages, also be speaking up?

CEO of Uber, Travis Kalanick, experienced the backlash of not taking a stance in New York recently. Taxi drivers at JFK airport imposed a strike in protest to President Trump’s barred entry on Muslim travellers. Uber ignored the strike, then quickly tried to justify why, and found themselves being publicly deleted in a Twitter storm.

Brands are a set of values—shared values— which people can identify with. A solid brand is very clear about its values, and when people identify with it they feel better about themselves. Adam Morgan, author of Eating the Big Fish, says “A Lighthouse brand is one that has a very clear sense of where it stands, and why it stands there. This sense of self is built on rock.”

Lonely Hearts lingerie stands for positive body image. Shoe company Toms stands for children’s equality. Patagonia stands for environmental protection and sustainability. The Economist stands for truth. But can a brand move away from its core values and have a wider opinion, like an individual?

Kate Smith from KC Consulting, who’s spent years working with different clients at Saatchi & Saatchi and Eat Big Fish, says taking a political or social stance can increase a brand’s loyalty. “Personally, I think that brands that choose to speak out and support causes that matter to them (and take the consequences) will be stronger as