The following are from actual brand communication campaigns. If you were involved in the go/no-go decision, what would you decide? For each idea, explain your analysis.

• You’re assigned to develop a Super Bowl ad for the Groupon internet coupon website that advertises daily deals in local media. The company has been using a “Save the Money” campaign, with Hollywood stars talking about a cause they support and then connecting that to a deal they got off Groupon. So, what should you do for the Super Bowl? A colleague suggests using a star speaking about the plight of the Tibetan people and their culture, with pictures of snow-capped mountains and dancing children followed by a scene with the star in a Himalayan restaurant talking about what he saved on his meal. What do you think about this idea?

• Zappos, an online apparel retailer with a quirky, brash culture, has received a proposal from its agency. You are on the Zappos management team. The idea is to show naked models doing everyday things, such as jogging, playing Frisbee, hailing a cab, and riding a Vespa—all with censor bars strategically placed. Although using naked people to sell clothing is a little literal, the agency argues that it also is highly attention getting. What do you think?