Amazon Prime Learns Nazi Experiential Marketing Isn’t The Endloesung

MEMO to Amazon: "Nein!"

Endloesung (n.) — Final solution

This term is loosely translated from German as meaning the absolute last choice to complete a task. Tragically, Adolf Hitler used “endloesung” among the Nazi regime for its plan to exterminate the Jewish race, and it will forever be associated with his genocidal “Final Solution to the Jewish Question.”

Unfortunately, it will probably be used in Amazon Prime’s highly publicized and pending production “The Man in the High Castle.”

In an effort to create an insane amount of buzz around the show, we have been pelted with images of Times Square in the Third Reich. It’s for advertising so most of us get it. Images like that increase visibility and shares, but there is a limit to everything.

Meet Amazon’s marketing limit, as seen on the NYC Subway via 42nd Street.

Yeah. That’s the thing. This is the 21st century, so when people see despised and antiquated images from the annals of history’s worst, people tend to freak out a little.

Of course, advertisers (and recipients of checks from said advertising) didn’t have a problem with it, as noted in this c|net story.

Amazon Studios creates high-quality, provocative programming that spurs conversation,” an Amazon spokeswoman told me. ”The Man in the High Castle,’ based on an acclaimed novel, explores the impact to our freedoms if we had lost World War II. Like ‘Transparent’ and the movie ‘Chi-Raq,’ stories that society cares about often touch on important, thought-provoking topics. We will continue to bring this kind of storytelling to our customers.”

You do that, Amazon. In the meantime, your outreach of stories will bring fear and loathing to a few notable individuals.

State Rep. Jeffrey Dinowitz (D-The Bronx): “It’s the whole train, and these are Nazi symbols – symbols that glorify Nazi Germany — for somebody to walk into that,” Dinowitz said. (source)

Mayor of New York City Bill de Blasio: “While these ads technically may be within MTA guidelines, they’re irresponsible and offensive to World War II and Holocaust survivors, their families, and countless other New Yorkers,” de Blasio said in a statement. “Amazon should take them down.”

To their credit, the Metropolitan Transportation Authority confirmed the advertisements “do not violate the agency’s content-neutral guidelines, which ban political ads.” However, ethics anyone? Any guidelines there? Evidently so.

Publish date: November 25, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT