The Musings Of An Opinionated Sod [Help Me Grow!]

The Illusion Of Compassion …

I’ve written alot about how some companies jump on the ‘Save The World’ bandwagon because they regard it as a short cut to sales maximisation … and I’ve written alot about how many in society choose these brands because it gives the illusion they care when really they just want a red iPOD or Motorola phone … however while in China I saw one of the greatest examples of a brand that pretends it cares when in reality, it demonstrates it couldn’t give a shit.

Have a look at the front cover of the Ritz Carlton hotel magazine …

If you can’t read it properly, this edition is dedicated to promoting ‘the greater good’ … encouraging and celebrating those who help the less fortunate live and lead a better and more productive / fulfilling life.

And they don’t just talk about poverty of individuals, they write about how we can all improve the environment through our actions and choices.

All good then?

Of course – however when you read some of the ad‘s that appear alongside the article, you get the distinct impression it’s all a bunch of empty words!

Exhibit A, B and C

Jesus Christ … not one, not two but THREE ads dedicated to the hire of private executive jets. 

Yeah, that’s very fucking good for the environment isn’t it, not to mention a wise use of money.

I bet the difference between the hire of a private jet and a scheduled flight is huge.  Hell, even if the ego-ridden business executive flew First Class I reckon they’d still have enough money left over to help a massive amount of people in need. Come on, who the fuck really needs to hire a private jet?  Who?  [No Andy, not even you!]

However as bad as that is, it gets even more offensive … here’s an ad for the most pretentious watch of all time …

 

Yep, this watch tells you when the fucking stock markets around the World opens.

For fucks sake … if I ever saw someone wearing this I’d kick them in the head. 

Actually that’s not true – because a year or so ago I met a guy who had a watch that cost $750,000!

Yes, THREE QUARTERS OF A MILLION DOLLARS!

And do you know what his excuse was for spending such an enormous amount of money on a watch that was the size of Big Ben?

“It’s accurate”

Seriously, that was his pathetic attempt at justification!

Why not just admit he had a small penis and a big chip on his shoulder and be done with it?

Soooooooo in a magazine promoting ‘compassion, consideration and anti-consumption’, they have a bunch of ads promoting gratuitous plane usage as well as over-priced, over-sized pretentious watches  … yep, the Ritz Carlton magazine really believes in the greater good doesn’t it.

I should point out I have absolutely nothing against corporations making money … infact I encourage it because money can – and does – help make massive changes for the better … however when they claim one thing and then act in another then the veins in my neck pop out so much I scare away small children and animals!

[Though to be fair, it could be my dress sense – I have very bad dress sense!]

 

OK … so the Ritz Carlton magazine is not a charity and they don’t pretend to be – however given they’ve dedicated a whole edition of their magazine to this very important issue, you can’t help but feel they’ve missed a chance to ‘lead by example’.

Of course they didn’t end up doing that because they’re [probably] a bunch of corporate toadie hypocrital wankers – however if they’d been smart, they could of taken a stand without having to turn away their copious amounts of plane and watch advertisers.

Like the Project [RED] positioning I suggested a while back, I reckon Ritz Carlton could of got major, major brownie points if they’d said that because this edition was focused on the ‘Greater Good’, they were going to ‘steal’ advertising dollars from corporate elite organisations and give it to the less fortunate.

I tell you, by doing that my view of the Ritz Carlton Magazine would of been very different indeed … from compendium of elitist arrogance and greed to Robin Hood of Magazines in one simple gesture.

Simple. Effective. Memorable.

It’s not hard to make a difference but with so many companies talking about it rather than doing it, is it any surprise that awareness for social causes are at all time highs but actual change seems to remain stagnant?

 DROGA5‘s Great Idea

I’ve said it before, I believe the role of advertising is to help make our clients rich and successful … however I still believe with a bit of thinking, you can do it in a way that also benefits society rather than just a few customers.

It can be done … it should be done … it needs to be done … because not only is the advertising industry better placed to do this than almost any other category, it will also demonstrate and ensure the longterm corporate value of what we do – which in the current climate is something that doesn’t happen very often at all.

Ooooooh I feel so much better after that!

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