Abstract

Advertising might, at times, trod on the fine line between creativity and ethical considerations. The highly creative advertising agency Ogilvy & Mather found it the hard way when its ads promoting the Neo Sports channel drew a lot of flak as a section of the audience and experts felt that its ads portrayed racism.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• Advertising
• and Ethics in advertising

Keywords

Advertising, Creativity, Ethics, Nimbus Communication, Neo Sports, Cricket, pay-off line, racism, Atithi Devo Bhava, tourism, Ogilvy & Mather, Abby Awards