What's behind this?

Seth Godin references in his blog today the following ad by Sony that uses horrible copy.

He's right to conclude that if you are paying megabucks for the ad the copy MUST be effective.

I submit there are a few possible reason that this ad is really bad. Here's one possible reason

• Ego - The marketing team had all good intentions when developing the creative brief for this ad/campaign. I'm sure the ad agency submitted several drafts of ad copy. Some marketing VP at Sony, who has no experience in the real world, selected this against the objections of the marketing team. How do I know this? Been there, done it

So many times marketing decisions are made by executives that lack real world experience. They are completely out of touch with the customer or in this case the reader of the newspaper. What they think goes no matter what the much more experienced marketing team says. They use ego to make decisions just because they can.

FWIW