Magazine article Marketing

Adwatch: COI - Defra - 'Carbon Footprint'

Magazine article Marketing

Adwatch: COI - Defra - 'Carbon Footprint'

Article excerpt

We are told that success in the modern media era hinges on our ability to engage rather than interrupt. On that basis, the descriptions of the latest Adwatch top 20 ads are our industry's equivalent of the TV listings.

'Dog and man wrestling over sausages' I would probably make time for. Elsewhere the signs are less positive. 'Three colleagues discuss reserving special offers online.' 'Animated clips of rice in acrobatic dance.' 'Shots of cereal and serving suggestions.' Would you bother tuning in? It seems that our business is better at prescribing medicine than taking it.

Happily, for them and us, Defra has bought an idea that dares to engage, one that might just carry the undernourished viewer over to our next commercial masterpiece. Torn as I am between creative admiration and strategic angst here, I am determined to applaud this particular example of an increasingly endangered species: commercials that respect rather than ridicule the viewers' intelligence.

To the bittersweet soundtrack of The Kinks' Shangri-La, everyday folk trail sticky black footprints to demonstrate their carbon equivalent. Or, more specifically, the footprint left by their patio heaters, unattended PlayStations, fridges left mysteriously open and, er, air travel (I'm guessing the last-named is the serial offender. …

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