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April 16, 2002
Ms. Jennifer Reger Thank you for taking the time to contact us regarding our advertisement. We will review your comments in detail and consider them carefully in relation to this ad and any future ads within the overall campaign. Our goal with the SKYY campaign is to reach a consumer with a cinematic image. No copy is used, no claims are made, it is simply SKYY bringing you this moment to catch your attention. When there is no tagline or written copy, it means we leave the interpretation of the ad up to the viewer. Unfortunately, sometimes this leads to misunderstandings of our advertising intent. As we develop ads, our multi cultural, female/male team all have our own interpretations of the potential stories that our ads may generate. All our ads depict a potential scene from a movie and like the colorful but exaggerated world of film, our ads are rich and dramatic. The new generation of youth and trendsetters is giving a unique character and revolutionary ambience to contemporary art and fashion. One only has to look around to see the way covers of our favorite magazine have evolved, to experience the celebration of diversity in music, literature, and communication. We feel we are part of the contemporary cultural environment where the freedom of choice and expression is paramount. We never intend to offend anyone and thank you for expressing your concern. We hope that this letter clarifies our advertising intent. Sincerely,
Sue Hearn
Sue Hearn
Read Jennifer's original letter. |
