It's probably a mistake to assume that everyone down the line will look at some promo/ad/etc. with fresh eyes and ask "Do we really want to do this?"
People assume that someone else has vetted the basic concept, get focused on the mechanics, etc. and focus on the how rather than the should.
ADDED: There are plenty of ads that make you ask: "How did this get through?" and it's the same basic idea. Having worked for large companies I totally understand.