I don’t know. Maybe it’s just us but when brands get involved in the personal moments of people’s personal lives—like a soldier returning home—it rubs us the wrong way. Yes, when most brands do it, it’s out of the goodness of the hearts of those who run the brand but there’s no getting past the ultimate goal of these “do good” moments.
At the end of the day, it’s all about selling more stuff. And leveraging intimate personal moments to do so just doesn’t cut it with me.