August 30th, 2007

Mending a Bruised Image

By Stuart Elliott
The New York Times

In a television and online campaign that is to begin today, the league and its advertising agency, BBDO Worldwide, are borrowing the playbook, so to speak, of industries like Big Oil and the big drug companies, which have relied on the magic of Madison Avenue to redeem their public images. The N.F.L.ís idea is to counter the outcry over the criminal behavior of some players ó not by apologizing for the misdeeds of a few, but by shining a spotlight on what is presented as the good behavior of the many.

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