SoFi Ads: When You’re too Cheeky to be Nice
Controversial SoFi ads are back and this time they’re targeting renters.
SoFi’s new ‘tone deaf’ ad for its mortgage loan reads, “10 percent down. Because you’re too smart to rent,” implying those who rent aren’t.
The ad, running in San Fracisco and Portland has attracted some ire among people. SoFi’s penchant for cheeky ads is known by now. Its SuperBowl ad — “great loans for great people” boldly labels some people as “not great,” implying that they are ineligible to join a rather exclusive club of people who can get great loans.
Here’s what people said on Twitter:
Tone deaf? Yes. Hard to believe, but even some smart people don't have $110k sitting around @SoFi https://t.co/O8isvxCUjS
— Jess Fleuti (@jessfca) May 25, 2016
Tone deaf ad for SoFi. Especially ill advised when 63% of those in SF rent. https://t.co/cyH63Oe8mv
— Stuart Robinson (@stuartrobinson) May 24, 2016
@SoFi Do you actually think that poor people are stupid or are you just stupid? https://t.co/On9dYo4ByY
— DrunkenGeeBee (@DrunkenGeeBee) May 18, 2016
Screw you, @SoFi. https://t.co/LgNaiPxtCH
— Jesse M. Locker (@JesseMLocker) May 18, 2016
Arrogance isn't that attractive: https://t.co/RaHgq7XdVA #badad #marketingmistake
— Bill Stewart (@billstewartmktg) May 25, 2016
Srividya's work has appeared in publications like Money magazine, Advertising Age, FirstPost and The Economic Times. She has also dabbled in business intelligence solutions, and holds a Masters degree in Business and Economic Reporting from NYU. 
