There isn’t supposed to be a payoff.

It was pretty clear to me, even though I’m not native to this country that it was a simple educational ad about wind technology. Sort of like a PSA. It’s cute, and it gets you thinking that wind technology is a good thing.

On that level the ad succeeds. There’s no need to purchase one of those wind turbines for your rooftop. It’s just an ad to tell you that wind turbines are a good thing.

The goal here is to get people to think positively about wind power. So that when someone wants to build a few wind turbines in a community, the local citizens might not be so quick to reject them. I think that if they’d done an ad stating the facts and showing the benefits about wind power it would not have been as memorable and as interesting as this one.

Never forget that PR campaigns for issues like this may start running a few years before the actual building of the turbines gets underway. So a commercial like this can be an effective way to introduce the idea without coming across like it’s introducing the idea.

I think it’s genius.

Question: Can Broca’s area be stimulated when using language unique to a group? They are familiar with it, but normal ads don’t use “their” language. Or is this different?

But what’s the intention here? I totally don’t get it. What do they want me to do, or understand, or get? If they just want me to have sympathy for their company for investing in wind energy- well, they kinda have it.

Except when I even reach that point of thinking about it, a clever and interesting ad hasn’t done anything to persuade me that it’s not just a hack PR job for some company that’s pumping millions into fossil fuels, and has thrown up a half-dozen windmills to soothe the public.

I agree with Sean, this ad is 95% there… and a complete waste, because they don’t finish it off with some next step.

Makes us think that everything has a right answer, and why not just give me the answer – where is the back of the book. Premature closure.

I really liked this video, there were a bunch of layers, and questions. Some real depth too. Like how many other situations do we go into thinking there is something to overcome. Some dragon to slay. And you can’t fight the wind.

Which is a systems approach. And your brain has to be capable of dealing with systems just like children have to move past concrete operations.

I think it is more than judger/perceiver. One of the tasks is relationship. More options are available when you define the space.

Its about ambiguity and also paradox. There are contexts where surface is appropriate and some where depth can change the world. Poetry has a different purpose than a technical description.

From an ad perspective – what is the cost/benefit or ROI? Over what time frame? How are you measuring effectiveness? What was the purpose?

And then…nothing.

No next step.
No result.
Nothing.
You don’t get the connection.

For all practical reasons, this ad is a waste of money.

Honestly, though, I haven’t had a chance to surprise Broca a whole lot in advertising. Clients aren’t always open to this kind of thing- but I’m keeping my eye out for opportunities to use it. Thanks!