SMU Associate Professor of Marketing (Education) Seshan Ramaswami said that using current events as a marketing tool is always a good idea, but it can be dangerous if the event is controversial. He said: “The Anton Casey incident obviously evoked a huge public response, hence any ad that is related to it will also attract some social media attention. (But) in a controversy that is evolving, it is tough to tell exactly what is going to happen next, so moving too early might result in an ad appearing heartless or exploitative because of events that happen soon after.” He was commenting about budget airline Scoot’s ad alluding to the Anton Casey incident.