why Groupon's "apology" doesn't work, either

The Wall Street Journal published a piece today on Groupon’s “non-apology apology” issued yesterday by CEO Andrew Mason. In a blog post, Mason defended the commercials to the backchannel, saying they were meant to make fun of Groupon by “highlighting the often trivial nature of stuff on Groupon when juxtaposed against bigger world issues."

Great concept. Unfortunately, not the one that was executed.

Humor is the hardest thing to pull off in broadcast advertising, because unlike in social media where you’re talking to a narrowed audience, in broadcast you’re reaching out to millions whose funny bones aren’t all in the same location.

Groupon’s spots are only funny (sort of) if you know that the company’s heritage is philanthropy. But even minimal research would have suggested that most of the 111 million viewers they spent $3M to address wouldn’t have a clue about this.

Guess Mason missed that Ad 101 class where curriculum includes the infamous ad conveying the state of mind of consumers:

I don't know who you are.

I don't know your company.

I don't know your company's product.

I don't know what your company stands for.

I don't know your company's reputation.

Now--what was it you wanted to sell me?