Horrible commercial. Good save.

But I don’t think all of the blame can be placed on DDB, even if the commercial was not released. They are an contractor to WWF. All companies have a dialog with their agencies. It isn’t like a bullet point memo that gets posted on the equivalent of “Craig’s List”.

For example, a company like GM has a lot of conversations with their ad agencies about what they want their commercials to look like. In most cases, a dialog and sketch are made before any filming or CGI are created. In long shoots, GM will send a rep to watch the shoot and make adjustments on the fly. It isn’t left entirely to the agency’s discretion.

Someone at WWF had to encourage or approve of the brash perspective that motivated this type of imagery.