It’s said that DIY doesn’t equal ROI. The latest proof is the current advertorial on behalf of National Powersports Auctions, one of several wholesale clearinghouses enjoying salad days in the wake of a motorcycle and scooter market awash in surplus inventory.

The questionable ad in question leaves us scratching our head as to point, audience, call to action or theme. Other than the passe NPA trademark black background color field, the main element is a loosely categorized political cartoon that pokes a sketchy satirical finger in the eye of the Bush-Obama economic recovery strategy. We guess. Headline? None. Humor? No comedians here. Message? Uh…

We say that NPA claiming credit for sector growth in this unprecedented market situation is not unlike the undertaker touting genius when the Black Plague delivered a bonanza. Assuming that’s the point, of course. But why cull this example from a herd that’s mostly unremarkable in the best of times? Because this ham-handed advocacy approach doesn’t just reflect poorly on the advertiser; it damages the entire sector.

Historically, using paid media to express a political point isn’t new. The best example remains the legendary Mobil campaign that began in 1970 in the New York Times, then used periodical and newspaper ROP to make their case – dramatically – on a variety of issues centered around Big Oil. The biggest difference of many is that Mobil, now Mobil Exxon (and wasn’t that a dandy slop mess for Valdezians back in ’89), engages opinion professionals to advocate their position professionally. NPA? Not so much. Down here in the South, we refer to that as, “Hey, watch this,” followed by a video of a fat man impaled on the collapsed seat of his bicycle direct to YouTube.

We could go on about the various POV strategies used in pr/ad positioning: retail, consumer, b2b, advocacy, institutional, political, general, etc. It is an art, not a commodity, after all. NPA will achieve brief narrow appeal with this particular example of Client Knows Best. In the long view, though, it becomes an unflattering record of a self-inflicted public opinion screw up. As for brand enhancement? Forget it.