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As I’ve mentioned before on this blog, “fear” is one of four base human emotions that work well in direct marketing (the other three being: greed, exclusivity, and vanity).

But it seems to me that this latest LowerMyBills banner ad, which appears to show a video of a peasant woman frantically protecting her baby from an unseen terror, goes a little too far. To me, the video evokes a Russian pogrom or similar genocidal event. I am OK with salsa dancers, giant butterflies, and other such nonsense, but I can’t condone ethnic cleansing videos. Maybe I am just overly-sensitive to this topic, but if you see this ad, tell me you didn’t think the same thing!