Dead-on Provocation

It’s a life insurance brand with a provocative name— DeadHappy.  Add to that a provocative logo— a laughing skull— and a provocative strapline— “Life insurance to die for”— and you might think that there would be little room for any more provocation.  Well, you’d be wrong. 

A recent ad from the brand— now retracted with an apology— carried the headline “Life Insurance— Because you never know who your doctor might be”.  Presumably to make sure that the message in that was clearly understood, the ad featured a mugshot of a real-life doctor who was found guilty of murdering over a dozen patients under his care.