Creativity - Punching Grandma in the Gut

The Maven spent some time following an interesting thread on an acquaintance's Facebook page Tuesday afternoon. Seems this fellow has taken issue with a radio advertisement for Fred Toenges Shoe store. The ad is currently running on Majic 95.1 and may be on other stations as well.

Without going into too much detail, it seems the premise of the advertisement is an announcer "interviewing" the "store's oldest customer", an elderly woman. As the interviewer asks questions of the customer, it's apparent that the customer is having great difficulty hearing/understanding what is being asked. The customer becomes more frustrated and confused, as does the interviewer. (that's supposed to be funny, folks).

Now, the Maven is mindful that this scenario might be a real knee-slapper for persons under 30, but the general consensus of the comments on the friend's Facebook page reflect a very valid concern. The Fred Toenges advertisement is demeaning and advances a hurtful, harmful stereotype of elderly people and those who are hearing-impaired or who have other disabilities. Making fun of Grandma and her disability must be a real "hoot" to the hip and enlightened 20-somethings who seem to populate ad agencies, these days. It's too bad they couldn't work in a faulty crutch or wayward wheel chair into the mix for comedic relief. 

The Maven guesses that's what wins Addy awards, these days. 

Alas, this seems to be what advertising has become, taking the low road, swinging at low-hanging fruit, and using "humor" at the expense of other people's feelings and frailties. While the shoe store is no way blameless in this affair, the ad agency should bare the brunt of the responsibility for the hurt feelings and hateful thoughts. 

Shame on you!