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Enough with the sympathy already. The Japanese want to get back to business.
Immediately after the devastating earthquake and tsunami that hit northern Japan March 14, marketers took a restrained approach in ads—a response consumers seemed to appreciate. But a poll from Tokyo agency I&S BBDO shows that a month after the crisis advertisers were embracing a more cheerful, almost comedic, attitude in TV ads. And now, according to the survey, consumers are “slightly fed up” with the deluge of ads that focus on encouraging and cheering up the population.
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