ADVERTISING - In a time of 'brand blandness', it is even more important for brands to step up. American Apparel has a pedigree of doing this, although its efforts are sometimes over shadowed by it founder's [Dov Charney] somewhat questionable behaviour.
For this advertising campaign American Apparel gets eleven out of ten. It takes courage for brands to take the lead and it can leave them somewhat vulnerable to the press if their credentials don't stand up to scrutiny. If the brand can withstand the pressure, why not step up, be counted and make an impression?