SCG’s Circular Advertisement
Super Bowl ads. Regardless of where you are in the world and your nationality, one of the leading sporting highlights of the year is the Super Bowl. However, most non-Americans become familiar with the Super Bowl not because of any affiliation with American football but because of the famous advertisements that have established their own sense of space in the world.
This week’s Video of Week will never reach the Super Bowl; however, I will
admit the Siam Cement Group (SCG), a Thai conglomerate, has captured the essence of the circular economy and made it much more enjoyable by blending in Thai humour.
Making advertisements that promote a company’s sustainability credentials is becoming big business. It is also offset by advertising standards regulators that have the power to pull advertisements off the air if the claims cannot be substantiated. The International Chamber of Commerce published an International Code of Advertising Practice that starts with Article 1: All advertising should be legal, decent, honest and truthful.
We all know advertising is the art of selling, or more consumerism, and is more than just consumer behavioural science.
A dull truth will not be looked at. An exciting lie will. That is what good, sincere people must understand. They must make their truth exciting and new, or their good works will be born dead…William (Bill) Bernbach
I may not support all the resource management ideas suggested by the SCG advertisement. What I do support is a resource management advertisement that has captured my attention, made me laugh and conveyed a deep and powerful message through smart imagery and messaging. I would like to believe Bill Bernbach may agree with me.
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Ms Adrienna Zsakay is the founder and CEO of Circular Economy Asia Inc. , and this article presents her opinions on the circular economy. Circular World ™ Video of the Week is brought to you by Circular World™ Media — a brand owned by Circular Economy Asia Inc.
References
For a complete list of 2024 Super Bowl advertisements and how well they rated, visit USA Today, ‘ Best 2024 Super Bowl commercials: All 59 ranked according to USA TODAY Ad Meter ‘.
‘ Perspectives: Advertising and climate change — Part of the problem or part of the solution? ‘ by Patrick Hartmann, Aitor Marcos, Juana Castro & Vanessa Apaolaza, published by the International Journal of Advertising, Volume 42, 2023
For more on Bill Bernbach, start with Wikipedia
Originally published at https://www.linkedin.com.
