VH1 Anti-Bullying PSA Raises Eyebrows

AdWeek discusses an anti-bullying PSA produced for VH1.

On one level, the video is a marvel of wish-fulfillment that anyone who's ever been picked on or put down during lunch period or study hall can instantly relate to. Believing you can turn the tables feels great, and the spot hits all the right notes in that regard. Still, the tone and message ultimately fall flat. The revenge motif, though lighthearted, seems to perpetuate the cycle of bullying, with today's victims becoming tomorrow's oppressors. Yes, it's handled with a deft touch and good humor—and the jerks in the boy's bathroom using that kid's head as a toilet scrubber certainly have it coming. Even so, breaking the cycle and discouraging the behavior should be the goal, shouldn't it? There's really none of that here.

(Tipped by JMG reader Elroy)