When A Dislike Becomes A Like

Here in Washington State in November, we’ll be voting on Initiative 502, which is designed to legalize, regulate and tax marijuana. Obviously, it’s a controversial issue, although it has a lot of support. One of the pro-502 spots airing heavily on TV is this one. Note the jarring first line of the spot: “I don’t […]

SOREL Challenges Women To Get Their Boots Dirty

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SOREL, a brand owned by Columbia Sportswear, is featuring “fiercely independent, creative and inspiring women who are living out their passions” in its new Get Your Boots Dirty ad campaign from Butler, Shine, Stern & Partners. Kimberly Barta, SOREL’s senior global brand director, said, “Women tell us they feel a sense of fearlessness and strength […]

Nature Valley Explores Shared Points of Interest At Three National Parks

Creating compelling content for marketing purposes, whatever the platform, comes down to utility or entertainment. That’s the opportunity for brands, and delivering on that opportunity requires a switch from the messaging approach that we’ve all grown so accustom to. Nature Valley Trail View is a new entry into the field that offers both utility and […]

Childhood Obesity Ads Serve Up Truth With A Side Of Guilt

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As health care costs increase along with portion sizes, Children’s Healthcare of Atlanta has decided to tackle the problem full-on in a series of ads that expose the problem of childhood obesity. The Atlanta Journal-Constitution has more: Using tools such as television commercials and billboards late this year, the campaign has offered stark black-and-white images […]

Happiness Interventions c/o Coca-Cola

Public service advertising no longer belongs to the world of pro-bono work and free late-night media placements. With the opportunity presented by content marketing, brands are beginning to wear their values on their YouTube sleeve. Take Coca-Cola, the soft drink empire found another way to spread happiness, and tie it to the emotion of Christmas. […]

So, Do You Hate Or Unhate The New Benetton Campaign?

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I gotta admit, I don’t think about Benetton too much. It was kind of a big deal in my local mall in the mid 80′s. But that’s about it. So there’s nothing like an ad campaign featuring world leaders kissing to get a little buzz. And promote the brand’s Unhate Foundation, for whatever that’s worth. […]

With GLBT Advertising, The Target Isn’t Always The Intended Target

This week, the Gay and Lesbian Alliance Against Defamation (GLAAD) honored Google Chrome for the “It Gets Better” campaign. And deservedly so. But writing in Xtra!, a Canadian GLBT news site, Bruce Chambers takes a closer look at other efforts that may, or may not appeal to the GLBT audience, despite their intentions and use […]

Can Rip The Drip Get You To Stop Wasting Water?

We’ve seen a number of efforts to call attention to countries where drinking water is scarce. But what about excessive water consumption here at home? Shelton Group in Knoxville is calling attention to the problem with a character called Rip The Drip, who shows up exactly at the moment water begins to be wasted. You […]

Hungry Seniors Is Elder Abuse

Despite the extraordinary wealth in this nation, six million senior citizens in the U.S. “face the threat of hunger,” according to AARP. Yes, our priorities are way out of line… As you can see, AARP teamed up with four-time Sprint Cup champion Jeff Gordon for its Drive to End Hunger, the first cause-based sponsorship in […]

Working With, Not Against, Disorder

The Tourette Syndrome Foundation of Canada and Saatchi and Saatchi Canada have launched a unique public service project to raise awareness about Tourette Syndrome. Over two years in the making, the @Random project has involved dozens of families affected by Tourette Syndrome, filmmakers, and other production industry partners to create an online documentary experience that […]