You know, we never really understood it. Bono gets a bunch of his friends to pose in cheap Gap clothes for ads that eventually become altogether unavoidable. At one point you say, “Wow, (RED), what the hell is that?” and somehow you make the connection that you have to get a red tank top or a red iPod or a red Razr phone or a red AmEx (to use to buy more red tank tops and red iPods and red Razrs) to help end AIDS in Africa. You’re supposed to buy something red, sorry (RED), and probably something you don’t need, and probably something you will throw away in a few years, to support an international crisis. Huh? This is the sentiment shared by BUY(LESS), a scathing look at the whole concept.
Today we hear that PRODUCT(RED) spent over $100 million in marketing and after all that, it has only made $18 million. Don’t worry, though we’re pretty sure Bono can kick in the difference.