Toshiba is under fire for its Satellite Ultrabook ad campaign that portrays research subjects as “freaks,” reports Michael Sebastian at PR Daily.”It’s dangerous,” said John J. Lewis, a VP at the Association of Clinical Research organisations (ACRO). “We don’t need any more reasons to discourage people from research. We need to encourage people and not portray them as some kind of freak.”
The video’s comment section on YouTube is also peppered with criticism from industry professionals, who call it “socially irresponsible” and “absolutely offensive.”
PR Daily got a hold of an email from Toshiba’s director of marketing communications Tom Hume in response to ACRO:
“Thank you so much for raising your concerns over one of Toshiba’s new television commercials showing people in medical testing situations.
Our intent was not to minimize the value of clinical research or insult people participating in clinical trials.
We will absolutely take your objections into consideration as we develop future advertising.”
Basically, he said Toshiba’s not budging and to deal with it.
There’s also quite a bit of irony in all this because part of the Toshiba’s business in the U.S. is in the manufacturing of medical equipment. And yes, it’s looking for people to participate in a study.
Here’s the advertisement in question. Let us know what you think in the comments:
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