SoFi Ads: When You’re too Cheeky to be Nice

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SoFi adControversial 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.

Image at right by Jacob Ma-Weaver

Here’s what people said on Twitter:

Last modified: April 20, 2019
Srividya KalyanaramanSrividya'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.

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