As AdWeek put it, correctly, Tui probably didn’t mean any harm with this ad. “Yeah Right” is the brand’s long-running tagline that always answers the headline. (Here’s 16 more of Tui’s tasteless billboards.)
But Tui’s Facebook page has received many negative comments about the advertisement, with some saying it is ”homophobic,” ”disgusting,” and ”offensive.”Tui’s marketing manager defended the ad, saying,
”There have been a fair few ‘Yeah Right’ lines which have made it to the billboards over this time, all of which have been generated with the intention of delivering a smile to New Zealanders. Given the duration of this campaig…there is the odd… line, which doesn’t hit the mark in generating a smile for all.
Our intention with the current Tui Yeah Right billboard…was to highlight the common situation or uncertainty experienced when someone’s parent remarries.
Given the recent passing of the Same Sex Marriage Bill in Parliament, this ‘Yeah Right’ line is a topical spin at the age-old situation of a parent’s new partner.”
Well, as my wise ad teachers at the School of Visual Arts grilled into my dense head:
“IF YOU HAVE TO EXPLAIN THE AD, YOU’VE LOST.”