The blamatory copy is coupled with images of young men and women doing crazy stuff they feel the need to apologize for. The acts include getting a huge body tattoo or getting in a bloody fight.
The ads were photographed by Kenneth Cappello, and reflect a raw energy and young cool vibe.
Implications - In today's society, consumers are forced to endure countless social rules and guidelines that can often create a seemingly limited or constrained environment. Businesses that offer their clients products that liberate them or lead to them feeling empowered will likely experience favorable results. Consumers will flock to those products that enable them to be carefree and free-spirited.