Per a sporadic conversation last night with my husband about a documentary we watched on Netflix. The conversation was about controversial topics and what our own personal opinions were. I brought up the Kellogg’s PB&J Aww Jammit commercial that was aired before Superbowl Sunday in February.
My husband didn’t believe me when I told him it had caused such a hubbub online. I brought up Kellogg’s Facebook page and found the commercial post that can be found here. I began to read the comments out loud and I must say, if you ever want a good laugh, head on over and make sure to read them OUT LOUD.
The number one complaint I found from consumers through comments was the notion the nurse had eaten a baby. Second, that it promoted cannibalism and thirdly, it was wrong to craft such an advertisement that is geared toward children.
I find it hard to connect an animated poptart that is drawn on paper and jump to Kellogg’s murdered a baby. That is a huge leap and frankly a bit dramatic. You can’t murder something that isn’t real nor living.
Second, cannibalism is defined by merrian-webster as a ritualistic eating of human flesh by another human, or the eating of flesh of an animal by the same animal. So by definition the human nurse who is assumed to have eaten the baby poptart cannot be used as an example of cannibalism, humans are supposed to eat poptarts.
Thirdly, yes the poptart is a baby and the commercial is geared toward children, so why is it acceptable to promote such behavior to a child? Easy, kids thoughts are very singular and wouldn’t see the problem unless an adult prompts them to think otherwise. Children know that poptarts are supposed to be eaten for breakfast as a tasty treat.
The first thing my husband said after I read through some of the nasty baby murdering comments, was that this is what Kellogg’s wanted. The company wants people to talk about their brand and as said before in a previous post what is really deemed bad PR?
Is there a line brands shouldn’t cross? Well, personally I hardly think an animated poptart being eaten (the way it should be) should cause so much of a stir. Then again, people were up in arms about the bi-racial couple in the Cheerio’s commercial and their daughter. So who knows what people are thinking.
In conclusion I don’t think you can make a line between good and bad PR, because everybody is different and have different triggers. So though this commercial doesn’t upset some, but it obviously upsets others.
I guess the only thing you can do is not intentionally cross any true controversial or disturbing line.