Do you need a negative element in the campaign? Sometimes you do, other times you don’t… Some would say “No” and others would say “Yes”. I like to experiment with things, so I’m on the side of those arguing “Yes”.
In fact, sometimes it’s really beneficial for you to need something like this. Why? Because the negative element can put you in a position where you introduce yourself as the hero that simply saves the day or it can be just an element that pessimists are content with.
Cause this country does not lack pessimists, that’s why the field needs to be divided.
Because when everything looks too perfect and nice and shiny, something definitely stinks there.
Under the Persian carpet a small cat poop might be hidden. And you know something smells in the room but you just can’t see it. The same might be true in a campaign.
Sometimes the negative element reveals itself exactly when you expect it to and sometimes it’s staged. By whom? What do you mean by whom? The brand itself. Doesn’t this mean that people are being lied to? Perhaps, perhaps not. Starting from the idea that nothing is perfect in this world and you certainly know that the brand is not perfect, they reveal a fact related to its weakness. Staged? Yes it’s staged. Furthermore, it is also dangerous. If the truth comes out that the brand was the one who staged the negative element, it’s “bye bye” campaign.
But rather than using a negative element in our campaign, why don’t we just let people be free and share their opinion while we’re transparent enough so they can see that nobody’s perfect.
I am aware this whole thing with “the negative element” in a campaign staged by the brand might sound weird, but just think about it … and here, the PR guy is the key to success.
Example of a negative element: the Batman movie was a success not because of the main actor, not because of Batman’s character but because of a single weird, twisted and negative character- The Joker.
In conclusion: Is the appearance of a negative element in the campaign a good thing or a bad thing?