File this one under “Unfortunate Ad Placements.” On a day that the Dow dropped 680 points (7.7 percent), MarketWatch ran the Jack Daniels banner ad in the screenshot above (sent to us by reader Scott Murff). The ad shows the “countdown to the close” of the market in minutes and seconds, suggesting that might be a good time for a drink. Juxtaposed with the headline “Bears Refusing To Hibernate,” it takes on additional meaning.
It becomes a commentary on the financial markets themselves: there is not much you can do in a down market but drown your sorrows (so might as well drown them in Jack Daniels).
Does the unintentional pairing with the headline make it a more effective ad or a tasteless one?
Depend on who you ask. I’m not in the stock markets, so it seems tasteless to me; but it might work for others.
Divide the amount of money being pumped into banks by the reserve requirements and it is not difficult to see that things will turn around.
The mean lead time for these types of events is about 8-10 months. There will be more pain but around July we should start to see improvement. Until then, stock up on Dramamine….
LOVE IT! I could use a drink right about now…
Thank you JD!
Funny, and that’s all.
Maybe the people at Jack Daniels are sensing a major opportunity and deliberately targeting people who are in (or at least interested in) finance.
Did you reach out to JD or MarketWatch for comment?
Do you know that it’s unintentional? I mean they’ve bought the ad spot and are well aware (one assumes) of market conditions lately…
I think those who follow the markets that closely have long since adopted gallows humor.
More unfortunate was an example I encountered this weekend: a commercial for India tourism right smack in the middle of coverage of the Mumbai terrorist attacks.
cheers to all the clowns and doctors! Gfys’
Funny, but nowhere near as funny as the Oreo banner under a President-elect Obama article a while back.
Alcohol is more recession proof than tech.
Alcohol is acyclical, but the high proof / cheap stuff is counter cyclical, so why not bust out the ads? People also drink more during the winter, and a lot more around Christmas.
December is peak season (regardless of the market conditions) for the alcohol industry, they’d be advertising on any market.
Smurff’s awesome.
You can add also that in the image bellow the chart is a clear message – willyoujoinus?
This image is creepy.
Nice, but can people even afford jack? Pun intended!
I highly doubt that the ad placement was unintentional. The ad plays out well given ANY wild swing in the market.
Dow down 600? Jack Daniels!
Down up 600? Jack Daniels!
It’s brilliant.
Also good was the CNN Election Results on their website, brought to you by Exxon Mobil.
I would be more worried if they were sponsoring the opening of the markets.
I’m more worried about the traders who are heavy Jack Daniels customers.
Seems appropriate to me. Jack ought to be charged extra given the situation.
Cynical, but effective. Certainly a sign of the times we’re in
Here’s one vote for funny and effective.
I have worked on wall street, and it did not matter if it was a good market or a bad marked. All of us ended up at Suspenders or at Stone Street for drinks.
i think is a good idea. An semi – interactive ad… they have to only ad a condition… if market is going up then shows this kind, if not use another one.
Bet it wasn’t unintentional. Maybe they waited for a day like yesterday (here in Asia it’s already tomorrow).
Great revelant product placement. My guess is that this placement is deliberate. Buy luxury goods the days the mkt is up, and drown your sorrows when its down.
This ad has been running for months on market watch. I have a better screen cap when the market was down 650 points: http://twitpic.com/fcb3
Very good Ad! You’ve just suggested 1,5 million subscribers to drink Jack Daniels
What a free ride
I guess I have to turn adblock off to see this picture.
Indeed.
The new “tip jar” is a disable of Adblock Plus on websites you truly care for.
So much for ‘intelligent digital advertising’
Would an ad for Viagra help get the market up…?
*sipping jd
whats a bear who?
Pretty good ad placement on Daniels part.
Hey, if I were in the market right now, Jack Daniels would be my best friend!
Unfortunate ad placement? I strongly beg to differ.
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Oh please. If you think this is cynical, you’re probably in a flurry after each Simpsons episode you see.
It’s a fun idea by a beverage company, not more. Stop pondering over screenshots so much.
whatever
there are worse travesties committed by the government every five minutes these days
I think you can be a bit prudish about the ad but really I don’t think it is an issue at all.
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good thing i didnt start in stocks
Brilliant!!
You notice my initials are JD but never touch the stuff. Alcohol is a device of the devil to ruin peoples lives and that’s all I’m going to say about that!!!!!
Certainly a sign of the times we’re in!