A big idea getting big play
August 27th, 2008 | Posted by Kevin Sweeney
The timing seems about right.
Our newest ad, “Free Us,” starts with the phrase: To our leaders. And it airs at a time when most of us are getting a closer look at those who would hope to lead us in the next four years. If you’ve been watching extended coverage of the convention in Denver, you’ve probably seen the ad already. If not, here it is.
This ad reflects two important shifts in our approach to public messages.
First, the subject matter focuses heavily on the challenge to Repower America by generating 100% of our electricity from clean sources within 10 years. This was also true of our Switch ad, which ran during the Olympics. We’ve gone from a general description of the issue to a more specific description of what it will take to solve the climate crisis.
Second, the tone is quite different from our earlier ads. While the first We Campaign ads intentionally offered a general invitation to the movement for climate solutions, this ad issues a challenge. It has a harder edge to it. While showing what a transformed economy looks like, it also hints at a transformation that is happening among the American people. Many of us are no longer asking for change. We are demanding it.
These ads should be considered in a context that also includes the significant media buy in support of the plan proposed by T. Boone Pickens. (Among other things, Pickens is calling for America to support a massive ten-year growth in electricity generated by wind power.) A combined effect of these campaigns is that millions of Americans are now hearing about very big goals – with absolute targets and short time lines. They are hearing about policy proposals that are finally on the same scale as the climate crisis. And they are hearing that a dramatic shift in our energy mix may in fact be the best way to rebuild our economy in the short-term.
If you’ve not seen the ads, take a look. And while you’re at it, send a link to your friends. The more people see this, the more their expectations will change. We should all be demanding big solutions from our leaders.
10 Responses to “A big idea getting big play”
[...] Americans are urging their leaders to go clean through a very innovative way. [...]
A little off topic, but what is the music in the latest ad? The instrumental? I love it! It got me to look at the ad, which got me to the website. Now, I’ll sign up, but I want to find the song, too!
I second Amy’s motion. Youtube seems to think the composition in “Free Us” is by Vivald or perhaps an original composition. Could an informed person post the name of the piece and its composer?
love this ad–keep them airing. espec. on CNN, FOX and MSNBC
I love this ad and I’ve seen it a lot since the DNC in Denver. We need more ads like this! The music imposes an urgency, the images are dynamic and interesting. Use of text instead of a narrator and the strong typographical choices: excellent! Of course, you’re preaching to the choir in this household. Any feedback from folks who are less concerned about the need for alternative energy?
The current situation where the oil industry prop many biljons of propaganda money for the nochange strategy i guess; and their continuation for the sake of fosil economy needs and end. The last give was that they want to pump down CO2 back to the ground like used nuclear fuel, and that is to funny to be real for me. WE NEED to move aawy from this fast!
The technology needed is allready here; its just about to switch where the money goes. http://www.theorionproject.org is just one example where they have gathered tallented people that knows how to make new energy systems from scratch. And there again collected detremined people and switching where the money goes is one hell of a important task. Individualls, yes call them inventors - call them the people dedicated to solve problems - but as long this switch to where the money goes - then we can´t make the change to be done; and more letters of this kind has to be writeln to make you and the others to understand that it is TIME to change direction. Speaking of that there is a chinese saying: Unless we change the direction we will go where til where we are going.. adn that´s very very bad.
switching this stuff to what is needed We can at the same time write about Standley Mayers invention and the some others who succeeded for a couple of years ago to make a car to use water in new electrolysis process, for fuel. And as some of us remember the electric car done by GM, that they killed because it was not profitable.. the EV1 - The tech is here - but what the white houes does seams to cut thoes bright ideas down to smyderiens - when the need is so bad for other solotion that they will give anything for keeping the route to the oil economy. To make the hard line here we have developed a movie that gives the keynote of this dilema and gives some examples on the situation in sweden the link to the movie is located here after:
http://culture.zapto.org/fantasi/projektor.html
my interpretation is - why do we not change.. ?!
My best regards
Marcel Bos
situated in Sweden
Music is “Affirmation”, composed by Peter Howard Morris managed by DeWolfe Music. It is marketed as “Serious & Purposeful String Mood.”
Lets hope the emotional connection of the music in the ad gets more people to investigate the issue.
For more information:
http://www.dewolfe.co.uk/musicsearch/track_detail.php?primaryid=16669
GZ
I loved this ad. It almost gave me the chills! I was told about it by my boyfriend who saw it on t.v. and after watching it myself, I proceeded to check out the website and join the groups for my area. MAKE CALLS TO YOUR REPRESENTATIVES! I did and I’m glad I did it because I feel like it’s working towards making a difference.
Months ago the use of electrolysis of H2O to utilize the hydrogen for car fuel made a big splash (pun intended), I even bought online the instructions on how to do it but couldn’t fine anyone (mechanic) in the Carson City area to help me with it. I’ve seen nothing further on it; is it a scam?? It seems it would be an immediate solution to out oil addiction. Anybody know?? danknott1@gmail.com.
I am with you!!!! If you find out the name and composer, please, let me know. It sounds a little like the style of Karl Jenkins, who wrote Pallidio (also known as the Diamond Song - for a diamond commercial)
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