Should ad agencies commandeer symbols of protest?

Branding agency Morillas’ chief executive officer Marc Morillas considers the way advertising agencies commandeer symbols of protest for use in advertising campaigns and commercial branding. What do you think about the reappropriation of these symbols? As ever, you can add your comments in the discussion thread below.

The people – we – are standing up and being counted, speaking out. At every moment of the day, there’s a protest or uprising somewhere on the planet – whether we’re sitting at our desk, passing by or banging our pan lid in solidarity.

Today, demonstrators march to many different drums. Civil unrest is no longer restricted to the hungry or those oppressed by despots. Alliances form and feet hit concrete on the streets of seemingly peaceful, democratic nations like England, Spain, Australia and Hong Kong. The collective resistance alliance, also known as the “Occupy Movement,” is vast and well-connected. It taps into our psyche at the speed of light, filling our thoughts with potent messages, slogans and images.

Transforming expressions of radicalism, resistance and desire for change into marketing and pop culture goes back a long way. What would Che say if he knew his face would be used to sell sneakers, a male fragrance and Mexican fast food, as when Taco Bell dressed a Chihuahua in a Guevara costume to spur a “taco revolution”? The notorious red star which was first used to identity Russian troops has gone on to symbolise large-scale socialism, as well as being stamped onto various beverage labels, from Heineken beer to San Pellegrino mineral water.

While it may be enticing, commandeering revolutionary references for commercial purposes is dancing on thin ice: gargantuan fails outnumber modest successes 100 to 1. On the burn pile are tasteless attempts like Miracle Whip’s adoption of a socialist fist with the slogans “Keep An Open Mouth” and “Join The Cause,” jumping on the Occupy Wall Street bandwagon to flog mayonnaise.

Symbolism is the torch of revolution. Spain’s Indignados movement brought a whole new meaning to “manos blancas” (the painted “white hands” of protesters that rallied in Madrid) while Egyptian protesters unleashed their disgust at deposed President Mubarak by baring the soles of their shoes (a traditional insult in Arab cultures.) A stand-out record of the protests at Gezi Park, Istanbul is the image of the woman in the red dress being pepper-sprayed by the police.

Perhaps the most poetic symbol of current times could be found at the recent demonstrations in Hong Kong. The humble umbrella was first used by student demonstrators during Occupy Central to protect themselves from tear gas, and as the protests in Hong Kong unfolded, creativity took hold and the umbrella became inspiration for an online art phenomenon and the movement earned a new identity, The Umbrella Revolution. This simple household object also echoed the peaceful nature of the uprising, solidarity and kindness, almost eclipsing the initial reasons people had turned out in the first place. The umbrella motif went as far as inspiring a marathon that took two Hong Kong expats on a 100km trip across the island, on a route that took the shape of an umbrella.

Once a metaphor for shelter and unity, the umbrella has now adopted further, powerful connotations. Marketers and advertisers will have undoubtedly noticed the potential opportunities to move in on the movement. We can only hope that they’ll use the umbrella and not the whisk.