Like you, I, too, am writing a novel/screenplay/confession. I am examining my life and its relationship with sin (the Seven Deadlies, to be exact). When I turn 42 (Aug. 26, for anyone wishing to prepare), I plan to be aware of, analyze the cause of, and attempt to avoid … sin. In my preparation, I’ve begun to write a journal and to research the history and modern day applications of these well-known evil, little things. And, being in advertising, my cup runneth over.
The exploitation of fear and sin has been a long and profitable vein for ad men such as myself. In fact, just the advertising and insurance industries alone are enough to give organized religion a run for its money. It’s so easy; so easy because it’s built into our DNA. Back when we were living in caves, Greed, Envy, Lust, Wrath, Vanity, Gluttony and Sloth were needed just to get us through a Monday morning. But now in the age of podcasts and mojitos, we’ve outgrown them -- except nobody’s told our brains.
In the Milwaukee ad scene alone, you can see examples of such exploitation. Michael Hupy dangling big settlements, La Perla dangling wild coeds riding the pepper or any one of our local custard joints pushing more butter on more burger (mmmmmm, butter). And we all do it for good reason. It works.
Now that being said, I have noticed some higher thinking as well. There are handfuls of folks out there choosing to market love and understanding. In a fear-laden industry such as health care, ProHealth Care gave us -- and gave us -- and gave us the “I’ve got a reason to live” campaign. While the song grates my eardrums down to tiny nubs, the message isn’t fearful. It’s all about celebrating life and those around you. Sure, it’s mildly exploitative, but I’m feelin’ it, dawg.
MATC’s current campaign is also one of inspiration. “Sure, we have cheerleaders. They’re called teachers” is a brilliant headline that sells love and support. The Milwaukee Journal Sentinel charged Boelter + Lincoln to “reconnect” the paper with its readers. So we created the “What’s Your Story?” campaign. It used the Journal’s photography paired with headlines that read, “What concerns you as residents, concerns us as journalists.” Now that’s downright empathetic. I tell you, I’m tearing up as I write this.
As I grapple with the exploitation of fear and sin, I realize it’s a dinosaur. It’s time to take a ride on the high road. Although, the temptation to use our sins against us is so strong, it’s going to take some major social evolution to change. I often go back to the writings of John and Paul in my time of need. Let’s open our hymnals to "Abbey Road," track 16 and sing, “The love you take is equal to the love you make.” Peace out.
