Sex education by unaddressed DM? Hell, what were you thinking?
Hell Pizza’s latest letterbox campaign shows the absent-minded social irresponsibility that sadly seems to characterise many creative departments.
Admittedly, it’s averagely clever. Actually the more I think of it, it’s not that flash at all. It’s a Hell-branded box advertising Hell’s admittedly delicious “lust” pizza – but inside is a condom, with instructions.
I’m guessing the instructions have to be there to meet regulations, but as Bob McCoskrie of Family First points out, why is this fairly explicit piece being sent through the unaddressed mail channel where anyone can have a gander – including kids.
As McCoskrie points out, “There is a time and place for sex education, but it should not be forced on unsuspecting parents from inquisitive children who happen to collect this grubby pamphlet from their letterbox.”
Not the words I would choose, but my sentiments exactly. Hell, edgy is fine as long as you pick your audience. And it’s irresponsible to say “everyone is my audience” if you’re going to push the boundaries this far. In my humble and possibly misinformed opinion, this is a lazy marketer’s way to get publicity.
