Is Aflac Turning an Ugly Duckling into a Swan?
This morning a TV image caught my eye: an Aflac commercial, filmed in the style of a silent movie. We see a fair damsel tied to train tracks and the inevitable oncoming train followed by the text “…if I’m hurt, I have major medical, but who’ll give me cash?”
The Aflac duck comes to the rescue, but he, of course, is silent. Recently the character’s near-iconic voice, Gilbert Gottfried, was fired after tweeting tasteless comments about the Japanese tragedy. The commercial ends with the text: “Be the next voice. Go to Aflac Duck on Facebook.” Page visitors see an invitation to submit an online application or attend a casting call.
This has not been the company’s only response to the comedian’s social media gaffes. They earlier encouraged fans to help victims in Japan by donating to the Red Cross.
What do you think of Aflac’s most recent attempt to take a tweet-gone-wrong crisis and transform it into an engagement campaign?