There are always two sides to every story, especially in this case. Running Free was saying this campaign was a hoax, but what they didn’t admit was it was approved by the store’s owner and then displayed in his store. It wasn’t until he received some negative feedback that he changed his tune. The campaign was supposed to be impactful and make light of the need for a support bra. It was not intended to upset anyone, I’m sure the young women who developed the ads and posted it to the ad blogs didn’t anticipate they would upset anyone. There’s no way DDB Canada would ever intentionally make fun of a serious social issue or intentionally do something to harm a client’s reputation. Chalk it up to a bad judgment call made by two junior creatives. From what I’ve read, DDB Canada has already made a public apology to everyone they might have offended with these ads and have also come to an agreement with Running Free to rectify the situation. Why can’t people just own up and admit to their mistakes? Every business makes mistakes in judgment, but not everyone is brave enough to own up to them.