Anyone work with a “higher product value” brand like a luxury or auto brand where there’s a lot of red tape around work with influencers or tapping into a cultural trend because of high “legal risk”? They seem to be worried about having a bud light backlash moment. Meanwhile other mainstream brands are getting in on the trend with zero backlash. Is there a smart way around it/to convince clients to do it?

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Bud light backlash was specific to their transphobic audience. Not sure how that is related to high legal risk on a trend? Can you provide more info?

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Yes. I specialize in auto. You can sell in all kinds of things so long as you recognize what the red line legal risks are to the client and protect for that in the idea and execution. You won’t get anywhere by trying to circumvent internal sensitivity.

Speaking of auto: They are sued constantly by plaintiffs attorneys who often represent people who do dumb things (like excessive speeding, no seatbelt, hanging an arm out of a car next to stopped lines of traffic) and then invoke ad work that might infer or show this work as evidence in the lawsuit by arguing the brand is ok with this behavior aka “told someone to do it” and it caused X damage. These people often win, or win settlements.

In auto one must accept that every year, about 40,000 people die driving, riding in, or being hit by the product I market. That’s a stadium full of people…every year. Incidentally, it’s also right around (slightly less last year) the total number of people who die as a result of firearm violence (accidental and purposeful). That’s a lot to consider.

The creativity is figuring out how to jump into the cultural moment without causing undue litigation risk to the client or encouraging bad behavior from the general public.

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I wish I worked at a company like you’re describing

Why?

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