Sometimes a little hair spray can go a long way.
Maui Jim Sunglasses, in Maui, Hawaii, created an ad for its patented, polarized $200 sunglasses with copy that said ‘To protect yourself from ozone depletion, either wear our sunglasses or ask all those ladies in Jersey to stop using so much hair spray.’
The ad featured a photograph of ‘Jersey ladies,’ complete with big, excessively sprayed hairdos.
New Jersey Governor Christie Whitman responded to the ad with a letter to the company, arguing, ‘I don’t mean to split hairs, but the characterization of New Jersey women as ozone depleting, spray-happy creatures is less than flattering and certainly not accurate.’
The ad was developed by the Schiller Group in Honolulu, Hawaii.
Maui Jim president Walt Hester responded with an apology for the well-intending, humorous ad, and sent her a pair of sunglasses.
Unable to accept the sunglasses as a gift, the governor sent the company a check for $200. In turn, Maui Jim sent her back $500, asking her to donate it to a nonprofit environmental organization of her choice.
Whitman chose the American Lung Association because of its support of clean air.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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