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José Villa from Sensis: Advertisers Referring To Politics Have To Toe a Line Between Marketing Effectiveness and Potentially Backlash
Manuela Walfenzao| 20 de febrero de 2017
José Villa, fundador y presidente de Sensis
Jose Villa, Sensis’ President was interviewed by NPR journalist, David Greene about the Super Bowl and its ads. They talked particularly about the Anheuser-Buschque (Budweiser brewery) spot that addresses immigration from the historic standpoint. The ad features when the company’s founder, Adolphus Busch, comes to the U.S. from Germany. “Advertising is always a bit of a reflection of the culture, as well as, in many ways, advertising shapes culture. So, part of what we try to do in the advertising business is make sure that we are relevant to what’s going on and can connect with people in emotional ways and with topics that have a lot of emotional impact. And obviously, immigration right now is one of those that’s very much in that vein” Villa explained. Greene also asked Villa about the 84 Lumber ad rejected by Fox. “This reaction has to do with the sort of the political and cultural environment we’re in right now. The advertisers have to sort of toe a line between marketing effectiveness and a potentially backlash. And I think that ad is an example of Fox wanting to make sure that they don’t get too much blowback, particularly with what I would call a broader mainstream audience” Villa said. Villa said he would have aired all the ads, unless there’s something that’s inappropriate for broad-family audiences. “I think we live in a time right now where we kind of need to see all those different perspectives.”
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