The New York Times may not strike back when spoofed but, when parodied by jokers, DeBeers sure did. That ensures much more media coverage of the diamond-edged ad copy – even if the Joker site is gone. For good and for bad, you can’t put the genie back in the bottle and control your image anymore – even if you are a global firm.
The fake De Beers ad reads: "Your purchase of a diamond will enable us to donate a prosthetic for an African whose hand was lost in diamond conflicts." The backstory? A revolutionary group in Sierra Leone, known for carrying out civilian amputations, funded itself by selling diamonds.
Diamonds are forever – and so, now is unfettered media.