Just for feet Super Bowl ad (1999)
A huge storm of protests immediately arose from the population to denounce this fully racist and violent ad. By what right dared the company to compare an african man with a wild animal hunted by a white man ?
Just for feet reacted in alleging that they trusted Saatchi&Saatchi, their communication agency, and relied on their expertise. The shoes company sued Saatchi&Saatchi for damages in advertising malpractice, and finally dropped the lawsuit.
Not only this ad was racist and violent, but also pointless: how would the consumers want to buy shoes that a top-world athlete doesn't even bear ?
Today Just for feet doesn't exist anymore as the last shop closed in 2004.
Just for feet reacted in alleging that they trusted Saatchi&Saatchi, their communication agency, and relied on their expertise. The shoes company sued Saatchi&Saatchi for damages in advertising malpractice, and finally dropped the lawsuit.
Not only this ad was racist and violent, but also pointless: how would the consumers want to buy shoes that a top-world athlete doesn't even bear ?
Today Just for feet doesn't exist anymore as the last shop closed in 2004.
Morale of the story: An ounce of prevention is worth a pound of cure !
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