What's the very best current anti-recession ad in your country that doesn't damage the brand?

[Elliot Polak]

In the teeth of the recession, we're seeing a ton of ads that provide discounts, promotions, 2 for 1 etc. All this may drive sales but won't help build the brand over time and may hurt it.

In your country, what do you feel is the very best recession busting ad at the moment? Ie good for sales AND good for the brand?

[Valerie Walker]

Home Depot markets to both contractors and homeowner/DIY'ers. Right now, they're focusing on the DIY segment with their "Save More. Do More." ads. The tone of the ads suits the current times, when people are tightening their belts, without going too far astray from Home Depot's core equity.

[Margarida Silva]

In Portugal, Pingo Doce (supermarket) changed it’s positioning and claim to “Feels good pay so less”
“Enough promotions, loyalty cards, or coupons. We want lower prices”. Simple, direct and totally consumer oriented.

[Lauren Miller]

Hyundai, in my opinion, has done the best, especially since it is a car manufacturer. Hyundai not only offered a discount or promotion, but it offered piece of mind to the consumer. Basically, it tells the consumer that they understand his/her situation, and there is a mutual trust relationship - one from a business standpoint and one from more of a relationship standpoint. It's not just a great, long-lasting car; it is someone who is willing to be there to help you out when you not quite stable on your own two feet. That takes it beyond a simple purchase decision.

From Hyundai's website: "A decade ago Hyundai pioneered 'America's Best Warranty' to show you the faith we have in our cars. Today, in addition to our warranty, we're introducing Hyundai Assurance to show you the faith we have in you. Right now, finance or lease any new Hyundai, and if in the next year you lose your income, we'll let you return it. That's the Hyundai Assurance."