You know: “The Investment Counselors at Second Fidelity and Trust Congratulate Sumner Redstone as the First Children’s 2010 Father of the Year and Wish Him Every Success!”That’s kind of what’s at work in this ad from the inflight magazine called Delta Sky.
“In a rapidly growing world population, safe drinking water is becoming more scarce. Protecting this valuable resource is a long-time commitment for Bayer. One that we continue to grow at our North American headquarters in Pittsburgh — a city that has revitalized its three rivers to ensure a cleaner, more sustainable future.”There’s more, but it doesn’t get any better. But the person at fault, in my view, isn’t the copywriter, it’s the art director. This looks like a cause marketing ad because of the visual. It’s not. It’s a self-conscious congratulations ad to the city of Pittsburgh. One in which the picture’s telling a story that isn’t really true.
Labels: Alcoa, Bayer, Delta Airlines, Delta Sky Magazine, Faux Cause Marketing Ads, Heinz, United Nations, World Environment Day