How Long Before Your Client Asks For A Flog?

Online Media Daily reports that Sony released a statement yesterday acknowledging that their blog was phony. They have yet to admit how lame the stunt was.
What I always wonder in these situations is where was the agency’s head? Was it their idea? Did they counsel vigorously against it?
The article brings to light a possible answer. This comment was made by a person claiming to be a Zipatoni executive:

“Please know that we approached the client initially with this scenario (the backlash) and they said ‘who cares if people find out? As long as it is funny, we do this stuff all of the time,'” the poster wrote.

The site has been removed from its server and will no longer offend gamers.
According to a report in Wired magazine, Sony’s PSP has been in hot water before over fake viral promotions. Last year, the company was criticized for hiring graffiti artists in major cities to paint murals of kids playing with the handheld. In some cases, angry artists painted their criticisms over the ads, writing “Get out of my city,” and “advertising directed at your counter-culture.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. “As long as it is funny” … there’s the problem.
    I caught the site before they took it down (thanks to your previous post) and it was a lot of things. Lame. Insulting to their target audience. Of course that generously assumes that they understand their target audience. It was the blog equivalent of your 60-yr old uncle trying to show how “hip” he is by busting a move to the Offspring.
    Funny it was not. Until the comments started rolling. Those who were able to get their retorts past the site’s iron curtain screening criteria were hilarious.