After being amazed by the advertising of Bank Negara Indonesia which created from the idea of Mr. Tung Desem Waringin, most popular Indonesian motivator, people are not find any amazing advertising on the television.

New phenomena which appeared in this year is the black campaign advertisement. I write the phrases because of my opinion that I see many advertisements which act like that. What is that mean? Black campaign competitor means the advertisement created by company which contain material that can provoke its competitor. Usually this kind of advertisement are satirizing competitors for their product.

For example, the advertisement of traditional herb product in Indonesia. First, check a look at ads of Tolak Angin by Sido Muncul. The ads states that “dilligent people drink Tolak Angin”. And then check a look at ads of Bintangin by Bintang Toedjo. This ads states that “every person, dilligent or not can drink Bintangin”. The last sentence means Bintangin not only for expert people like Tolak Angin said on its ads. The conclusion is Bintang Toedjo makes black campaign advertisement against Sido Muncul which actually its competitor.

I think that kind of advertisement still allowed by the regulator, but it has minimum requirement of limitation. The ads must not encourage people in high intensity of hatred propaganda. The advertiser must follow the attitude as company.