Like the current administration, advertisers sometimes stray into a world of alternate reality. Maybe they think we won’t recognize it for what it is (i.e. we’re gullible) or they feel the production values of their communications–beautifully and expensively rendered–will overwhelm the message. Or the messenger.
Two new spots come to mind. The first, “Go Boldly,” shows scientists doing lifesaving research against the backdrop of Dylan Thomas’s “Do Not Go Gentle into that Good Night.” It’s stirring, it’s inspiring and it makes you want to run out and buy pharma stocks until you realize that the sponsor of this fine ad is, in fact, America’s Biopharmaceutical Companies a.k.a. PhARMA, the wonderful people who brought you thousand-fold price increases on those very same lifesaving drugs. Just because they could. If there were a black box warning for advocacy comms like this it would say: “Use with caution. Side effects include headache, nausea, dry mouth and bankruptcy. Do your research and don’t be fooled by a name change, however anodyne it appears.”
Another wolf in sheep’s clothing appears in “Energy Tomorrow,” quick paced with great graphics demonstrating all the ways oil runs (literally) the world– from science to cosmetics, automotive engineering to art. Pretty cool, huh? Then you read the fine print and learn that the marketer who’s “powering past impossible” is none other than the American Petroleum Institute. Who knew?
There used to be retailer which claimed that “an educated consumer is our best customer.” Though the company is now defunct, the truth of that statement remains. Our world requires ever more vigilance in being informed and upholding the truth. Big Oil and Big PhARMA undoubtedly do great things, but in reality, they are not the best thing since sliced bread.
In politics, in advertising and in life, beware of the big lie.
And for marketers and their agencies, the Superbowl is one of the greatest. Big money, big egos, high stakes and occasionally high art.
This year, it was #SuperBowlSoPolitical. Instead of frat humor, we saw (for the most part) bigger, topical truths told with intelligence, emotion, cinematic production values and sly humor, specifically:
Coca Cola(an encore performance from 2014) and Airbnb, celebrating what already makes America great: multi-culturalism.
Last night’s Golden Globes were good for the soul. (For charity’s sake, we’ll overlook the bizarre schtick perpetrated by Sofia Vergara, Goldie Hawn and Amy Schumer.) Moonlight and La La Land deserved their honors and I hope that we as a nation deserve the inspiring words of Viola Davis and Meryl Streep. They are the healing we’ve been waiting for since Election Day.
The commercial canon was exceptional too. Herewith my faves:
L’Oreal Rosy Tone Moisturizer. When Queen Helen speaks, we women listen. A lovely homage to age and beauty. Yes, “we’ve still got it. And we’re still worth it.”
L’Oreal Match 33-Shades Foundations puts identity politics in its prettiest light, celebrating the multi-culti, multi-hued and multi-gendered real world we aspire to inhabit. https://ispot.tv/a/A8Zf
TurboTax rescues horror-film stalwart Kathy Bates from a houseful of creepy un-dead children. Can Intuit rescue us from the new administration as well, I wonder? https://ispot.tv/a/AmlI