Watching news videos on the bbc website. One is on child prostitution (every father’s nightmare) in the US. I won’t go into the details. The video is preceeded by a commercial for HSBC.
It reminded me of a breaking news report on a TV news channel that I saw not that long ago. The story was about a suicide bombing in Iraq that had resulted in over 100 deaths. The ad on the ticker across the bottom of the screen was for Cathay Pacific.
Surely these brands would be better off not being associated with such horrific stories and images of cruelty, depravation, slavery, carnage and murder? Stories that show the worst possible side of the human race. Or perhaps HSBC deliberately positions the commercials before such stories because the commercial projects the image of good people. This is the sort of ‘out of the box’ advice that a creative agency might give.
Is there any scientific evidence to say these associations have a negative impact on the brand?