Posts Tagged ‘“we” ad campaign’

Today, the Competitive Enterprise Institute is launching a $60,000 TV and video campaign, in response to Al Gore‘s “we” campaign for climate protection. They feel sorry for us all people who are going to have to “suffer trough a – the “we” campaign – $300 million advertising blitz“. Their ad is a perfect example of grossly flawed reasoning.

Futile Campaign against Al Gore Makes No Sense

From the CEI‘s website:

“Global warming activists warn us about the alleged threats from global warming, but are usually silent about the much more immediate threats from global warming policies,” said CEI General Counsel Sam Kazman, also the ad co-creator. “Restricting access to affordable energy is a sure recipe for increasing poverty, disease and human misery around the world.”

The good news is. with $60,000, only a few souls will get to see it. The one really unfortunate thing is they got the globalwarming.org URL. Not good as first stop, for people looking for objective information about climate change!

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Some people think the “we” campaign is just a drop in the vast ocean of consumer advertising. In his New York Times article about the campaign, Andrew Revkin, quotes John Murphy Jr., associate professor of marketing at the University of Iowa:

“I think the global warming project media budget should be 10 times as high,” he said. “Both Coca-Cola and Pepsi spend over a billion dollars each year to promote brand preference for soft drinks. In this light, the $100 million per year to change our lifestyles seems pretty small.”

For some more perspective, here is the list of the top 10 brands with their yearly ad budgets – from Ad Age Top 200 Brands:

Is The “we” Campaign Just a Drop?


I understand the “we” campaign’s strategy of targeting ‘influentials’, and of trying to stretch their $300 million budget that way. It is a smart move, but cleverness can only go so far.

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