Tuesday, July 29, 2008

Can Climate Change Sell Candy? Should It?

It seems that ad agencies are glomming on to global warming as a cool new way to sell products.

I’m not talking about the oil company ads that want us to believe that ExxonMobil or BP or Shell are environmentally conscious and seeking non-fossil fuel energy sources even as they continue to pump out millions and millions of gallons of products that continue to pollute the planet each year, and generate record profits in the process.

Nope. I am talking about something completely different: Selling candy to babies (regardless of their age).

Imagine my surprise last night while watching the Red Sox-Angels game to see my screen suddenly turn a bright, glowing orange during a commercial break. Framed in a deep yellow, up came the words “Stop Global Warming Now” followed by a dissolve to a second screen in the same colors with the words “Or All The Reese’s Pieces Will Melt” appearing along with a shot of candy with the chocolate turning all runny and gooey.

I suppose it was only a matter of time before some 23 year old creative director earning a half-million dollars a year said to a client, “Hey! Let’s show the real impact of global warming. All the chocolate will melt!” And the idiot client clapped their hands together and shouted “Great idea! Finally something positive to come from climate change!”

Madison Avenue has never been loathe taking the low road to sell anything. But the destruction of the planet probably is going too far, even for the vast bulk of the advertising industry.

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