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This is the same strategy as Harley Davidson's 'completely irresponsible thing to do' campaign but rather more wimpy in execution. HD had a guy putting his wife out to work as a streetwalker to pay for his bike.

Harvey Nics did the 'sacrifice' strat better too with its eating beans for a month approach.

Nice enough, but done and - as other campaigns that have used the same approach have demonstrated - not pushed nearly far enough.