A few days later my Stuart Elliott email newsletter arrived and I read all about it. Mr. Elliott's headline: Saying Hello to Baby Boomers. The spot is part of a campaign titled "Hello future."
I'd love to post the complete article from the Elliott/NYT newsletter, but certainly would get in copyright trouble for that. So this is all you get:
The "Hello future" campaign, by Martin/Williams in Minneapolis, part of the Omnicom Group, is intended to create an image for Lincoln as the go-to company for the financial needs of the baby-boomer generation … In a third commercial, a girl is sitting in her guidance counselor's office in high school, circa the 1960's. "Roberta, I can see you as a file clerk," he tells her. "It's a great way to meet eligible lawyers." Fast-forward into the future, as she becomes a lawyer, then a judge, then retires. The scene shifts to a present-day student in her guidance counselor's office. "File clerk?" a voice asks. "Have you ever considered being a lawyer?" The camera cuts to the counselor - who is, of course, the retired judge.That's the one I saw. A brilliant spot.
There's not much I can link to about this campaign. For example, the press release on the Martin/Williams web site is in flash, so you'll have to go there and fish around.
I agree that it's brilliant. Moving as well, because it very direectly (though quietly and implicitly) attacks past sexism and racism (ducking the question of the degree to which those problems persist).ReplyDelete
Some key facts you neglect to mention -- the girl in the past is black. She grows up to become a rspected judge, then retires and becomes the guidance counselor, and advises a young black girl who seems to have just mentioned "file clerk" as an option. The black female judge advises the black girl to consider being a lawyer. Awesome!
You're spot on. This commercial works on many different levels.
And I agree that racism (and ageism) are still major issues.