Some stunts are usually called for, of course. We’re always looking for new ways to make the point.
Olympics television coverage has been a boon to advertising agencies who front for the big conglomerates, though some of the leaps border on the vertiginous. This may be doing for Green what the sundial did for time, but there’s more to like from the We campaign, mainly because it seems to assume a little more on the high side about our general intelligence and willingness to change our façon de vivre.
The inescapable marketing angles can have a positive effect, if we continually break their message down to the personal. Live close to work, get out of the car, realize how producing waste is built into our day-to-day and begin to eliminate it in the small ways that can become larger. But none of this is inevitable; we might find the best way, or we might continue to use the hour glass.