Marketing Something Controversial

I was watching the show Mad Men last night, which is a fantastic show by the way. Anyway one of the accounts that Sterling-Cooper (the show's ad agency) services is Lucky Strike Cigarettes. Set in the 1960's, the stigma associated with smoking isn't nearly as bad as it is today. However, there is increasing pressure on the cigarette industry from consumer interest groups. The ad execs at Sterling-Cooper are always challenged to show smoking in a favorable light despite public and government pressure.

This type of scenario plays itself out in the real world as well. Often times you are challenged with marketing something that may be unpopular or controversial according to public opinion. However since society has moved toward an accepting and liberal view point, public opinion says that just about everything is acceptable. Given this shift, it's not hard to find someone to market for you. In a post a couple of days ago, I kind of went off the deep end and vented a little bit, but what transpired resulting in that post is exactly what I am talking about. In the 60's if you wanted to promote tobacco it was OK, but to promote an alternate lifestyle, that would be unheard of. Today, if you are on board with the crowd like those that would attend the Folsom Street Fair, it is almost seen as fashionable, but you better not smoke. As a marketer the choices you make about who you represent can effect others.

It's up to you to decide whether or not you want to represent something controversial and how your other clients are going to react. I personally, will always error on the conservative side. On several occasions I have turned down work, that would be extremely profitable, due to it's controversial nature but I am convicted in that way.

What's your thoughts? All money is green and make it how you can or are you selective on the work that you choose to do?