Louisiana: Come Home And Sweat

Watching the news this past week, I’ve been struck by a commercial for Louisiana’s The Road Home program, which is encouraging displaced citizens to return.
The spot features a fellow who’s involved in rebuilding a house; he starts off seated on the home’s front steps. Then, as he gets up and walks, one can’t help but notice the sweat stains all over his shirt.
It’s a distracting sight, but actually, I’m glad the folks who created the spot were OK with that display of realism. Not just because it’s a steambath down there, but so often clients want commercials & the actors in them to look a little too perfect.
You can see the entire spot, and the campaign, here.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. you’d think bush and his drones would be seen sweating a lot more over their response to the disaster.

  2. I remember leaving Louisiana six years ago (for Portland, OR) and sweating my butt off as I walked a block to my rented U-Haul at 6:00 a.m. (Yes, a.m.) It’s a total steambath down there, but in this case, the audience — the people the state is trying to encourage back — already knows that. For that reason, the actors should provide the realism, which they do reasonably well. But the sweat stains? Too distracting, in my opinion, for such a serious “let’s pack up in the middle of hurricane season and rebuild” message.