What values do you tie your brand to?
Every week we sit down for humor/drama/angst/sorrow/disbelief with Rescue Me (starring Denis Leary as a substance-abusing, sex-addicted, post-9-11-traumatized death-wish-harboring fireman). Every week Match.com runs an ad that tries to link their brand to the Rescue Me brand.
Yes, Match.com. The site that says “Last year alone, more than 500,000 singles found meaningful relationships through Match.com’s online personals and singles ads.” Meaningful relationships? Have they ever watched Rescue Me? Here’s some of the “meaningful relationships” that the show has dealt with
- Denis Leary’s character (Tommy Gavin) lives across the street from his estranged wife, and does some very nasty stuff to sabotage her relationship (I seem to recall the man being framed for some credit fraud)
- Tommy’s brother takes up with the same estranged wife, and Tommy seems to rape her (but maybe she’s willing?) in response (oh, and the brother is killed and the wife has his baby)
- In parallel, Tommy takes up with the Sheila, the widow of his cousin (killed on 9-11) and they are on again and off again (violently) when she shacks up with a physically abusive lesbian
- Tommy gets involved with the woman who teaches Sheila’s son, who is also having sex with the son
- After finding his wife in bed with another fireman, one firefighter decides to “rescue” a prostitute from the life, only she scams him for his life savings
- He becomes an alcoholic, then gets involved with a nun who is leaving her calling but ends it when he can’t keep up with her voracious and unemotional sexual demands
This barely scratches the surface. The storylines move far and wide, but you no doubt get the point. How does this really fit with what Match.com is offering? Match.com could be a way to avoid having your life turn out this way, but that’s not how it’s presented.
Seems like stupid advertising to me.