Brands push back against ‘Saturday Night Live’ caricatures

When is it OK for a brand to say a joke has gone too far?
When should a brand defend itself when it has become a comedian’s
target—or, in a pair of recent cases, the target of America’s most popular
sketch comedy show, “Saturday Night Live”?
Two brands—Safelite and Aer Lingus—took different approaches to responding
to the show’s jibes.
SNL has a history of making fun of brands who find themselves in the news
based on negative news coverage. For ex