There is always a thin line between what's effective and what's just stupid for a brand, I will admit to that. And I think that, what with Internet and a lot of content getting pushed around, we see that more often because sometimes stuff takes off and you have no idea why - it's because it remains on this side of the stupidity line. But sometimes stuff just bombs completely and that's when the line was crossed. And this is what scares marketing managers about Internet - having no means of assessing when the line is being crossed.
So to help frightened marketing managers with no nose for virals I came accross this company, BrightRoll, whose offer, as seen in these commercials (sorry couldn't find a way to embed them) is based on protecting your brand from nasty content. Now, I can understand that showing boobs can be effective and at the same time detrimental to your brand in a very tight and specific context where your audience is a bunch of Internet surfing 40 yos closeted lesbians, but other than that, this is simply stupid.
[And somehow from reading the company's presentation I also get the feeling that the real cuplrit is the advertising agency who did the ads.]
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.