Groupon CEO Andrew Mason took some time to explain why they ran the politically incorrect ads on the Super Bowl. Groupon partnered with community organizations like SaveTheMoney.org for on this idea.
“When we think about commercials that offend us, we think of those that glorify antisocial behavior ? like the scores of Super Bowl ads that are built around the crass objectification of women. Unlike those ads, no one walks away from our commercials taking the causes we highlighted less seriously. Not a single person watched our ad and concluded that it?s cool to kill whales. In fact ? and this is part of the reason we ran them ? they have the opposite effect,” said Mason on the Groupon blog.
Crispin Porter & Bogusky conceived the ads. The ad firm also made an ad for Hulu showcases how TV rots your brain and they make fun of themselves for it. “Why make fun of ourselves? Because it?s different ? ads are traditionally about shameless self promotion, and we?ve always strived to have a more honest and respectful conversation with our customers. We would never have run these ads if we thought they trivialized the causes ? even if we didn?t take them as seriously as we do, what type of company would go out of their way to be so antagonistic?”
Groupon said that organizations like Greenpeace, buildOn, The Tibet Fund, and the Rainforest Action Network all threw their support behind the campaign. Groupon suggested that people head to SaveTheMoney.org to make some donations too.