Thursday, December 18, 2008

The Clean Coal Communications War Part 3: Clean Coal Makes a Critical Error

I hate when corporations try to be cute in their messaging. Unless the corporation is selling a cute product, a company should avoid a cute message in any form. There is nothing cute about electricity, and there is definitely nothing cute about coal.

“There must have been that magic in clean coal technology.”

Are you kidding me? Despite the fact that this is a holiday themed bit of web content, there is absolutely no reason to go off message. The first clean coal ads had seriousness on their side, this spot is ridiculous and ridiculously bad. Magic? Aren’t you trying to sell technology? Isn’t technology the opposite of magic?

I have little doubt that the This Is Reality people will produce something quickly that throws stones at this horrible misstep.

No comments: