No sooner than this winning entry, entitled "Clean Getaways", was placed around the web, Toyota suffered a huge backlash. Their response? This is not a spot which will air on TV. It's simply user-generated content (UGC) which the jury thought was funny and well made.
Do you think companies bear responsibility for promoting tasteless UGC? Because they didn't produce it, do you think that gives them a pass from any negative publicity? To me, anything that a company promotes is a reflection of its brand--regardless if it's UGC. If your company puts it out, you should be prepared to own it. Too harsh?