Global warming is addressed in two television commercials developed for the United States this year. ‘Tick’ and ‘Train’ were launched in March 2006 by the Ad Council, Ogilvy & Mather, New York, and Evironmental Defense. The campaign also includes radio and internet media.
With a mood reminiscent of the One ‘Three Seconds’ ad, children repeat the word, ‘Tick’ while young voiceovers talk about massive heat waves, severe drought and devastating hurricanes. The worst is yet to come. An older voice says, “What kind of world are you leaving us? Learn what you can do while there’s still time.” The future is up to you. Click on the image below to play the video in YouTube (HD)
A man with a grim face, standing on a railway track, says, “Some say irreversible consequences are 30 years away.” We see a train approaching behind him. “Thirty years? That won’t affect me!”. He steps away to reveal a child behind him, directly in the path of the train. The camera zooms into her face to reveal deep concern. “There’s still time”. Click on the image below to play the video in YouTube (HD)
Viewers are pointed to the web site, www.fightglobalwarming.com, where they can view and vote on the videos, calculate their personal contribution to the climate change problem, try a range of simple energy-saving tips, and work on ways to reduce carbon dioxide emissions.
Take a look at the FactCheck analysis of the Fight Global Warming campaign.
The Fight Global Warming campaign was developed at Ogilvy New York by creative directors Joe Johnson, Josh Tavlin and David Apicella, art director Paul Coyle, copywriter Dennis Greeley and agency producer Tami Esson.
Editor was Chris Franklin at Big Sky Editorial.
“It’s clear that most people think global warming is real, so our mission was and is to get people to act. With so many messages appearing in the media about global warming, we needed a different way in. We need to jolt people a bit. To think that a child today will have to bear the consequences of our apathy in years to come should be shameful and scary. If this doesn’t hit everyone right where it hurts, nothing will.” said Josh Tavlin, Group Creative Director, Senior Partner, Ogilvy & Mather.