More than it meets the eye as Ford- JWT, fiasco gets murkier

The JWT-Ford Figo fiasco just does not seem to be put to rest and one wonders how many more twists and turns it will take before the controversy dies down. First some junior creative guy puts the indecent and distasteful advertisements on a trade website called, ‘adsoftheworld’ that leads to a global reaction and criticisms. The most offensive ad showed Italy's former PM Silvio Berlusconi driving a Ford Figo, smiling and making the 'peace' sign as three scantily clad women lie tied up in the trunk.

Then we heard statements from both Ford and JWT that those ads were never authorized or meant for a publication and the act was done by some over enthusiastic individual. How can that be possible is the question in most minds for – either there is a silent approval or there is no control of the parties on creatives that are work in progress since there is no consent or they are not meant for publication?

Ford has denied the authorization of Ford Figo ad and JWT too has issue an updated statement saying “it deeply regret the publishing of posters that were distasteful and contrary to the standards of professionalism and decency at JWT. These were never intended for paid publication, were never requested by their Ford client and should never have been created, let alone uploaded to the internet. These posters were created by individuals within the agency and did not go through the normal review and oversight process.”

It is being mentioned by the sources that although both Fort and JWT denied that the ads were not meant for any publication or wards, they had been entered for Creative Abbys and have been now withdrawn subsequently. These ads were also entered by JWT in the annual Ad Club awards and sources said that they had indeed been reviewed by senior creative management of the agency. All this if true cannot be the work of a junior individual? There surely would be higher-ups involvement & authorization.

Apparently as was expected heads have started to roll at JWT. The agency has after a thorough internal review taken appropriate disciplinary action with those involved, which includes the exit of employees at JWT. These were necessary steps owing to the direct accountability of the concerned individuals as TWT works to ensure that both the right oversight and processes are strictly enforced so that this never happens again.

It does not stop at that. The latest development is that Bobby Pawar, Chief Creative Officer and Managing Partner of JWT in India has been sacked. Alongwith him Vijay Sinha, VP and Senior Creative Director of Blue Hive or WPP-Global Team Ford has also been sacked. JWT is also planning a revamp of the Blue Hive creative team - a crucial step; given that Ford is JWT's largest client, with a global ad budget of over $2 billion. It is speculated that Ravi Deshpande who is the chairman of Contract network in India, a JWT group agency will be taking over soon.

One wonders if Ford may also initiate similar action on sits marketing team, it remains to be seen. Watch this space for more updates on this.

Twitter Reactions

The whole fiasco has been severely criticized and commented up on social media platform. The following are some of the reactions

i. L'Etat C'est Moi ‏@letat_lechat
JWT India Sacks Staffers Responsible for Offensive Ford Ad. Not sufficient. JWT must change company's

ii. PSFK ‏@PSFK
.@JWT_Worldwide says they didn't know about those sexist Ford ads? Then why enter them in an awards show?

iii. Rob Gould ‏@bobbbyg
It just gets worse. "JWT Entered Sexually Offensive Ford Ads in India's Top Awards Show,"

iv. Gautam Ghosh ‏@GautamGhosh
Post JWT's Ford Figo ads fiasco, it's time for advertising industry to grow up

v. Danuta Kean ‏@Danoosha
Does @JWT_Worldwide or @Ford know about rape rates in India? This ad is unacceptable.
vi. Julia Bell ‏@JuliaBell
Oh please, WTF - this is offensive

vii. Swayam Tiwari ‏@swayamt
#Ford #JWT is this episode more abt political correctdness or is it something else?

Viii. Ratrage ‏@Ratrage
JWT/Ford fiasco is an eg. of the sick mindset pervasive in most Indian ad agencies: Bag An Award, Screw All Else (most of all common sense).