As you may have heard, "comedian" Gilbert Gottfried made a few insensitive tweets about the Japan earthquake and tsunami and is no longer the voice for the Aflac duck.

I give Aflac credit for the stand they took. I also give them credit for putting a positive spin on it. Other brands can learn from this when things go wrong.

So it seems that the duck needs a new voice and they've turned to social media to find one. They've announced on Facebook that they are holding auditions. Right now, you can audition online or go to casting calls in NYC, LA, Chicago, Atlanta, Las Vegas or Austin, TX.

Regardless of what's happened, maybe it's time for an Aflac refresh. Honestly, Gottfried has milked one of the easiest voice-over jobs around. He goes into the studio and says one word ten different ways and gets a check. In the early years of the Aflac duck, his voice gave it notoriety. Now the duck can stand on its own two webbed feet. Giving this opportunity to the public really rises above the incident that started it all.

Creatively, how would you approach it? Should the voice have a bit of Daffy? A spin on Donald? What about multiple guest voices? More important, can you think of an unexpected approach that fits the brand? Yeah, I know that's always the request, and it's something we should always strive for, but not everyone does it. On Facebook, the duck actually has 200,000 more friends than the company itself, so no pressure – but Aflac better deliver.

So if you enter, give them your best character voice. Or sit and observe like me. It will be interesting to see how change could be good for the brand. If it works, the approach may become text book for other brands facing troublesome decisions.