Electronics company Sony have pulled their support for the carbon-reduction initiative 10:10 after the climate change campaign group’s latest promotional campaign was met with public outrage. The aim of the campaign is to cut global carbon emissions by 10% each year from 2010, with their centerpiece day of action coming up on the 10.10.10. The content of its latest promotional video ‘No Pressure’ is certainly set to shock. It contains footage of schoolchildren being blown to pieces, along with actress Gillian Anderson and French footballer David Ginola. Leading UK comedy writer Richard Curtis (Director, Notting Hill) agreed to write the 4 minute film for the campaign. It appeared on the company website last week but was pulled down hours after.
In an official release on its corporate website, Sony said that it strongly ‘condemned the release by 10:10, the climate change campaign group, of a video entitled ’No Pressure’ that Sony considers to be ill-conceived and tasteless’.
In a statement, 10:10 said that it sincerely apologised to anyone who was offended by the promotion. According to the 10:10 UK director, Eugenie Harvey; ‘10:10 is a young and creative team but we will learn lessons from this. We are going to investigate what happened, review our processes and procedures, and share the results with our partners’.
What do you think? Do you believe Sony were right in pulling their support from the campaign; just a few days before 10.10.10? Did Gillian Anderson and David Ginola do the right thing by lending their support to the campaign? Were 10.10 correct in using shock tactics in order to highlight the issue of climate change? In a world where traditional marketing is losing its place, should they be admired for concentrating their efforts on a unique ‘humorous’ digital campaign?
http://www.youtube.com/watch?v=WgG1SMo1oTw&feature=related
Warning: do not watch this video if you are in anyway queasy!
Aislinn Mahon
I didnt like the ad at all, I think the message they are trying to deliver is great and certainly the issue is something we all have to address but I'm not in the least bit surprised that Sony have distanced themselves from this type of campaign as the message being sent out is completely off the mark. There should be a greater emphasis placed on trying to convert those who dont wish to follow the 10:10 initiative rather than simply shunning them or in th case of the advert "blowing them up". I think Sony as a provider of Televisions and other energy consuming electronic goods were right to allign themselves with this cause but the type of shock and awe advertising campaign used by the 10:10 doesnt fit into the corporate brand image Sony try to convey, which is one of colour, freedom and endless possibilities. All you have to do is look at the Sony Bravia ad below
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and how this contrasts in delivering its message. The 10:10 advert completely doesnt fit in with the image Sony wish to ascociate their brand with. I just think there are better ways of delivering the same message and creating awareness of important issues than "blowing people up" and constantly trying to shock people.
I agree blowing people up is a bit random, drastic and unrelatable, I think it was quite a stupid advert. If they had shown the people being shunned by their peers or the negative effects their decision in the long run I think the campagin would have been much more effective.
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