The group isn't offended by the campaign theme - 'It ain't croquet, baby!' - as much as by the ad copy, such as, 'It's ugly, it's violent, and it's brutal. So, naturally, you'll want good seats.' A bus ad read, 'Pain, Suffering, Brutality, Now Get All 3 for Just $8.'
IVFF claims the campaign promotes violence. But Cevette creative director John Cevette said the real implication of the campaign is that there are socially acceptable ways to handle normal human emotions, like aggression. 'Go to a football game, yell, scream, cheer and work it out.'
U of M has pulled the bus ad, but has continued to run TV, radio, print, billboards and other bus ads.
Copyright Adweek L.P. (1993)