So there is this amazing guy, a real hero. His wife got cancer, and he sent her pictures of himself in a pink tutu to make her laugh. The video at the bottom of this post is truly inspiring.
And you're hit with a surprise. The video ends with a curious plug for Deutsche Telekom (DT).
Yes, DT tricked me and thousands of other people into watching a 162 second commercial. But I didn't know it was DT until the end. And frankly, I don't understand what role they played in the story. Did they sponsor his journey? Did they pay for her treatment? Is he a member of DT management? What did they forget to tell me? Or was this empty brand manipulation of a beautiful story?
This is a great example of powerful content and an incredible brand message that have absolutely no connection to one another.
I wonder if that matters.