Tuesday, October 16, 2007

Arnold's environmentally-friendly ad campaign

The real news about the new Timberland campaign from Arnold isn't that it's for Earthkeepers boots, which are "made from organic, recycled and reclaimed materials" per the Timberland Web site. No, to offset the carbon dioxide emissions used to run the campaign (and to produce and distribute it), the company is buying power credits for Jiminy Peak. In addition, the billboard portion of the campaign is completely recyclable. Some of it will turn into tote bags. I guess the real question I have about this is whether we're dealing with a true sustainable trend or whether a few years from now we'll all be snickering at the jump-on-the-bandwagon quality of all this politically-correct eco-consciousness—at least until the floodwaters begin to lap at the front door. To see the spot (frame from it pictured here), click on "See Them in Action" on the home page, and then "See Them in Action" again on the page the home pages jumps to.

1 comment:

dailybiz said...

I think that, though global warming is likely just latest politically-correct environmental fad, eco-conscious advertising is the right way to go for marketers and their ad agencies.

It is a trend that will only become more powerful:

http://dailybiz.wordpress.com/2007/10/16/has-eco-advertising-jumped-the-shark/