Tuesday, October 26, 2010
You don't have to be perfect, just human.
If you follow American sports, you'll know the furore caused by NBL star LeBron James' move from the Cleveland Cavaliers to the Miami Heat a few months back.
Twice the league's MVP,'King James'was considered the lynchpin to his team's hopes of winning a first-ever championship.
His announcement to leave was televised live to a breathless nation, the response in his hometown was singlet-burningly vitriolic.
Cleveland Cavaliers majority owner Dan Gilbert immediately published an open letter to fans, denouncing the decision as a "selfish", "heartless", "callous", and "cowardly betrayal", while guaranteeing that the Cavs would win an NBA title before the "self-declared former King".
If you were LeBron, the sensible thing would be to keep your head down, right? And if you were his major sponsor, you'd try and gloss over the fact that half of America despised the behaviour of your star asset, right?
This is a great spot. It's great because it treats the viewer with intelligence, asks us to challenge our pre-concieved views, and invites debate.
It's great because it doesn't set out to be a monopoly of information, or try to provide you with an opinion.
It's great because it doesn't mind if you walk away unconvinced. It puts its faith in the argument and in the smartness of its viewer.
To be a great brand, you don't have to be perfect. Because you can't be. It doesn't hurt to admit your imperfections if they are there for all to see.
In fact, they might be the key to the way ahead.