I've been responsible for successful ad/marketing campaigns and I've been involved in some clunkers. So, why was this campaign a failure ? They're idiotic sure, but I don't think that's the problem. I think the product is the problem. Young people know the cost of insurance on the exchanges versus the penalty. I spoke with a late 20's something yesterday who told me he is taking the penalty; he can't possible afford insurance on the exchanges.
I was once taught in this business: "advertising accelerates the inevitable." A good ad campaign will make a good product successful more quickly than no advertising. A good ad campaign will kill a bad product more quickly than if it wasn't promoted at all. Combine a bad campaign with a bad product, and you get...this mess.