By Rick Stanton
Advertising always has had the ability to be a leader on important issues. But too often, those of us in the business forget we have a voice, unlike any other, that can be used to make changes and—in some cases—powerful, necessary changes.
In order to do that, both agencies and clients need to have courage. Proctor & Gamble’s television ad titled “The Talk” displays that level of courage. A link is provided below.
I won’t go on and on about the nuances of production quality or the intelligent copywriting or the deft direction. This effort doesn’t need my, or anyone else’s, perspectives; it just needs to be watched—several times—and forwarded to anyone you know who has a soul and a social conscience.
But what I will go on about is the lack of guts that still exists in advertising. And I include both agencies and clients in that criticism. Let’s make a list of things we all should be concerned about, if we do have a social conscience. For starters:
• Gun control. No one, other than people in the military, needs an assault weapon.
• The unequal distribution of wealth, poverty, homelessness and not having enough to eat in a country with our unmatched resources is embarrassing.
• And the growing tolerance of incivility and hatred is a threat to our very way of life.
Right about now there are people reading this who are thinking, “Stanton’s a socialist.” For the record I’m not. [In fact, I think Seattle City Councilwoman and avowed socialist Sharma Sawant is a lunatic and borderline dangerous.]
I also think a message like the one in “The Talk” makes you wonder if we’re all that much better as a society than we were a hundred years ago. Why do Black mothers still have to worry about their children being safe, not coming home and being looked at differently than whites?
The Kumbaya that is most things Seattle is maddening. Where are the local advertisers who should be asking themselves, “How can we help make a positive difference? How can we address some of the important issues that we care about?” And where are the agencies pushing for this as part of a brand strategy?
A while back, along with the insights and assistance of my friend Philip Shaw at Golden Lasso, my shop put together a series of print ads and suggested copy for radio ads and offered them for free to Washington CeaseFire. Silence. Even a “no thanks” would have been better.
My hope is simply this: if you’re in business, find something that matters for the greater good and begin changing the dialogue. As Bill Bernbach said, “The real risk is standing for nothing.”
If you need help, contact the marketing department at Proctor & Gamble.
https://adage.com/article/agency-news/p-g-s-talk-wins-top-honor-adcolor-awards/315026/