Al Gore's "We" Advertising Needs a Makeover

Posted by: David Kiley on August 19, 2008

I promise that this is a total coincidence. But for the second time in two days, I find myself going after the work of The Martin Agency in Richmond. It’s normally a fine agency, drawing much praise in this space. Indeed, yesterday, I was very complimentary toward the Geico ads, just not the decision by Geico and Martin to overplay the campaign in other venues.

The agency also handles creative duties for Al Gore’s “We Can Solve The Climate Crisis” effort. I didn’t think it was possible to perfectly capture the stiff school-marm tone of Gore’s entire 2000 campaign in one ad, but this comes pretty close.

I have a question. Never mind “Where Have All The Flowers Gone.” I want to know: “Where Have All The Writers Gone?” It’s as if the idiots who have prescribed TV networks to jam three or four people into a 90 second cut-in, or give Larry King six people to talk to some nights, or fill the screen with three or four elements of running info and crawls are also advising ad agencies today.

Climate change, global warming, people making a difference….C’mon here. This stuff is ripe for talented writers telling compelling stories. This strategy of capturing Al Gore’s campaign voice [not even the voice of his Oscar winning documentary] is a loser for this worthy cause and issue.

 

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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