The campaign is doubtlessly the absolute worst and most unethical I have ever seen. The writer should be shot, the person who hired him should be fired (and has been) and the person who failed to supervise this SEO attempt should also be fired (and has been).
We have something important to learn from that.
A lot of people in this industry are stumped by SEO. The competition is so fierce that effective SEO has somehow come to be this mysterious top skill and there are lots of people taking shameless advantage of this situation.
You can hire any number of “SEO experts” who will employ all kinds of “quick fix” questionable and long term unsustainable techniques.
The ad text, apart from being scumbag content, just reeks of such an SEO firm’s work. And my guess is that whoever hired them figured they could never understand the SEO stuff anyway and gave them card blanche, let them do what they saw fit. And I’d like to think that the sleeziness got past the content manager there because of negligence and was not supported on purpose. But who knows – the man is fired in any case.
The lesson to be learned is that one has to be very careful of who one hires, especially in SEO. Also, regardless of who you hire and what for, always watch every step they make. Even if you think you understand nothing about what they are doing for you. Even if you trust them. Your name is signed under everything they do. Your reputation depends on it, and in the case of SEO, so does the future of your business in the search engines.