Al Gore frees us from bad advertising
Posted: Monday, October 13, 2008 4:00 PM by Allison Linn
Filed Under:
Nonprofits, Politics
For years, many people regarded environmentalists as earnest and well-intentioned, but more likely to plant a few trees than force Americans to make substantial changes.
That all changed with former Vice President Al Gore’s documentary "An Inconvenient Truth," which mixed tough talk with just enough hope to leave people emboldened rather than defeated.
The most recent "we can solve it" ads, sponsored by Gore’s Alliance for Climate Protection, take the same tack, with the same results. Watching them, we couldn’t help but feel a little manipulated, a little scared and a little hopeful. But, they got us thinking every time.
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| wecansolveit.org |
The ads mix an urgent musical score with big words that are meant to evoke big thoughts, such as "Free us from our addiction to oil" and "Save our economy." Meanwhile, the imagery flows from the bad guys (carbon-spewing energy producers) to the good guys (clean energy) and then the rest of us (tight shots of slightly worried-looking regular people).
The entire effect is both dramatic and arresting, and it catches our eye every time it appears on television.
The Alliance for Climate Protection also does a good job, in a simple way, of tying help for the environment to other issues many people care about, including the weak economy, high gas prices and concerns about our children’s future.
The effect is bold without being too overbearing. It’s also much more effective than the group's previous ads, which showed how would-be rivals had found common ground over saving the environment -- on a couch in the middle of nowhere. Instead of making us feel hopeful, those ads just made us wonder how many carbon emissions were wasted dragging a couch, a film crew and a bunch of overly cheerful opposites into nature.
Click here to watch the ad.