Could Advertising Bring World Peace?
During his speech in Cannes, France, Former president, Bill Clinton, gave inspiring advice to advertising and communications professionals to use their gift of persuasion and creativity to influence the world to help solve its most critical problems.
According to Adweek , Clinton believes that privileged nations and classes should use their intelligence and resources to bend the world in a positive direction.
Think about how powerful most advertising messages are, and the influence they have on consumers. Advertising and communications professionals have the power to shape people’s beliefs into virtually whatever they want.
Clinton believes that by combining our thoughts and insights and creating powerful messages, we can come up with remarkable solutions to the world’s most crucial economic, social, and environmental problems.
Let’s look at Chrysler and its “Halftime in America” Super Bowl spot.
Regardless of how you may have interpreted the ad—it was intended to have a positive meaning. It exemplifies the struggles that the auto industry faces as well as the country as a whole.
The 2-minute spot included the quote, “This country can’t be knocked out with one punch. We get right back up again and when we do, the world is going to hear the roar of our engines.”
Powerful statements like that are what Clinton is talking about. Obviously, Chrysler’s ultimate goal was to sell more cars, increase brand awareness and create a positive brand image—and they did so, all while trying to bring Americans together.
An article from The Wall Street Journal Online stated, “Zeta Interactive, a New York-based marketing firm that mines 200 million different blogs and social media sites, said the buzz around Chrysler’s ad has been 83% positive. Collective Intellect, a tracking firm in Boulder, Colorado, said its research shows that since the spot aired, consumers’ affinity and favor of the Chrysler brand has increased.”
These provocative and issue-oriented ads can make a difference, promoting a cause while simultaneously selling goods and services.
Clinton stated, as quoted from Adweek, “I want to leave this earth knowing that my daughter and the grandchildren I hope to have will live in a world where our common humanity matters more than our interesting differences. … And I can’t think of any other group of people more likely to make it happen than you.”
Wouldn’t we all like to live in that world? There are plenty of world issues that need to be addressed. Let’s choose one and start making a difference!