Word: mr
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Dates: during 2000-2009
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...after yelling at the officer who responded to a report of a possible break-in at the Harvard scholar's home in Cambridge, Mass. Gates, who is black, accused Sergeant James Crowley, who is white, of being a racist and also cast aspersions about the cop's "mama." "Mr. Gates was given plenty of opportunities to stop what he was doing. He didn't. He acted very irrational. He controlled the outcome of that event," Crowley told WBZ Radio in Boston on July 23. (See TIME's photos of a wildlife forensics...
...park? And how exactly does a creepy old man in a bow tie appeal to the kids that drive Six Flags' business? "I don't think many 11-year-olds relate to George Burns types," says Lippert. Hey, don't insult a late, great funnyman by comparing him to Mr...
...Flags has talked to parents, Vieira Barocas insists. And for the most part, their children give Mr. Six rave reviews. "It's not about his age," she says. "It's about his spirit." According to the company, market research shows Mr. Six has fans of all ages. "We know he's a polarizing character," Vieira Barocas says. "But on any day I would rather that someone have an opinion about us and our brand than for him to just melt into the background with all the other advertising that is out there. Would I prefer that you and other critics...
...buzz can surely help, but to a point. Is Mr. Six actually driving incremental traffic to Six Flags? Viewers are already cash-strapped. Why potentially turn them off with your spots? "Sure, the ad sticks Six Flags in your mind," says Lippert. "But it's wedged in the area that causes extreme anxiety and annoyance. You're saying, 'Get this out of my lobe...
Fast. So what's Mr. Six's message anyway? "Look, he's fun," says Vieira Barocas. "He's interesting. He represents our parks, which are thrilling and a place where you can go to let loose and actively participate in life. You can come to Six Flags and push yourself to extremes. He represents the emotional need that people have to accomplish something and perform at their best." Huh? For many, Mr. Six just represents the emotional need to change the channel. And perhaps ditch Six Flags forever...