That WWF Ad: Yeah, It’s Fake

By Matt Van Hoven 

Update: DDB says this video version of the ad isn’t their doing.

This morning we posted an ad claiming to be from the World Wildlife Fund (WWF). Then a little while ago we received a call from the WWF legal eagle team and wouldn’t you know, they told us the ad in question is fake.

In fact, “WWF Strongly Condemns Unauthorized Ad Campaign”.

“World Wildlife Fund today issued the following statement in response to an ad posted on several Internet sites that has been inaccurately linked to our organization and contains messages and images related to the events of 9-11.

“‘WWF strongly condemns this offensive and tasteless ad and did not authorize its production or publication. It is our understanding that it was a concept offered by an outside advertising agency seeking our business in Brazil. The concept was summarily rejected by WWF and should never have seen the light of day. It is an unauthorized use of our logo and we are aggressively pursuing action to have it removed from websites where it is being currently featured. We strongly condemn the messages and the images portrayed in this ad. On behalf of WWF, here in the US and around the world, we can promise you this ad does not in any way reflect the thoughts and feelings of the people of our organization.'”

Also, this won a Merit Award (Public Service/Political Print &#151 Newspaper or Magazine) at the OneShow this year. (H/T Alan Wolk)

So, those of you who commented on this thing and how awful it was, you’re right! And apparently, DDB Brazil have no souls. File this under: Ways to never get hired by prospective client; subsection: f*cking up their PR, globally. The end.

More: “Effective or Offensive: WWF and 9/11