Dear Advertisers

  • May 9th, 2012

    Don’t know about you, but the sight of trees makes me happy. Beautiful, green, oxygen-producing trees. Perhaps some of you see them as raw materials, a good backdrop, or simply in the way?

    Once upon a time I worked full time in the advertising industry as a creative. I know and believe that good ads can make a difference. Not just for profit-motivated brands, either. Many cultural and charitable organizations can and do benefit from insightfully strategized, beautifully executed campaigns. I’m not an idealist. I live in the real world (mostly) and understand that commercial messages also make good editorial and entertainment possible. There is nothing inherently evil about advertising, it just needs to be placed in the right context. Otherwise it goes wrong for all parties involved.

    Now I must admit that I never worked in media placement, but I do know enough about the discipline to understand that no matter how great your creative is, it’s not only wasteful, but harmful to place it in the wrong context. Your media planner should be able to tell you the number of impressions you make with the following billboard, but can they measure which are positive or negative?

    I, for one, am vowing to never, ever buy Koroplast again and will also insist that no one in my household ever does either. It’s hard enough to get an unobstructed glimpse of nature in the raw these days, so perhaps, dear advertisers, you can explain to me why you would want to put your most precious commodity—your brand name—in the context of blighting a beautiful view?
    Thanks for your time.

One Comment

  • MC 05.09.2012  

    perhaps they took the idea of ‘preserving nature for the future’ a bit too literally…

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