Enviro Ad Message: Be Green Or Be Murdered
April may be the cruelest month, but this October hasn’t been so hot for the environmentalist movement, particularly its global warming division.
Green packaging puts Sun Chips sales in the red
First, after going on television for the first time ever to advertise new, 100% biodegradable packaging – the product of years’ and millions of dollars’ research – the SunChips division of Frito Lay announced on October 5 that it was withdrawing its biodegradable bags less than a year after introducing them.
It seems that sales went down 10% since the biodegradable bag debuted in late 2009.
“According to their website,” Ad Age reported, “SunChips produces 145,000 bags each and every day, so over the course of a year, this would be over 52 million bags. This is a huge deal. [original emphasis]”
Bursting “the global warming bubble”
The very next day, October 6, an internationally respected physicist denounced the American Physical Society for its complicity in promoting global warming, which he calls “the greatest and most successful pseudoscientific fraud I have seen in my long life as a physicist.”
The physicist is Harold Lewis, Professor Emeritus of Physics at the University of California, Santa Barbara, former chairman of its physics department, author of multiple physics texts, and member of the Academic Advisory Council of the Global Warming Policy Foundation.
His letter of resignation cited the APS’s complicity in promoting “the global warming scam, with the (literally) trillions of dollars driving it, that has corrupted so many scientists, and has carried APS before it like a rogue wave.”
“An environmental snuff film” provokes international outrage
But the biggest outrage came on October 7, when a British organization called 10:10 released a video commercial that provoked a storm of protest so loud it could be heard all the way from the London borough of Richmond to Richmond, Virginia.
10:10 wants to cut carbon emissions by 10% a year for ten years (which leaves 38.74% of the original carbon emissions, so I guess we’ll still be allowed to exhale). They wanted to make a particularly big deal of this on October 10 (10/10/10), so they hired Richard Curtis, who wrote the Bridget Jones’s Diary and Four Weddings and a Funeral screenplays, to come up with an equally heartwarming message.
That’s not quite what they got.
The 10:10 commercial starts out in a classroom, where the teacher describes the program and asks how many students want to participate. “Your own choice,” she says, “no pressure.” When two kids demur, she presses a big red button on her desk and blows them both to smithereens, showering the classroom in blood and gore (not Al). Similar scenes take place in an office meeting and at a soccer practice.
“Every time someone refuses to get with the program,” writes columnist Jonah Goldberg, “the response is swift, bloody execution.”
10:10 thought this was funny.
In the real world, real people were not amused. The commercial’s target (pardon the expression) audience, as well as columnists and bloggers were appalled by this “environmental snuff film,” as Goldberg described it, that was “sick and needlessly violent.”
Russia Today television called the campaign “Eco Fascism,” adding that “Blowing up students in front of their classmates is an unlikely way of trying to convince people to reduce pollution.”
In response, the director of 10:10 UK, Eugenia Harvey, posted:
As you may have heard…10:10 made a mistake by releasing a short film about cutting carbon which was supposed to be humorous but in the event upset a lot of people. We quickly realised that we had made a serious mistake and took it down from our website within hours. We also issued a statement apologising but there has subsequently been quite a lot of negative comment…
The month is young yet
As of this writing, on October 17, the month still has two weeks to go. Plenty of time for more developments from the green bunker of environmental marketing and advertising disasters.