SIGN IN to access Harper’s Magazine
1. Sign in to Customer Care using your account number or postal address.
2. Select Email/Password Information.
3. Enter your new information and click on Save My Changes.
Subscribers can find additional help here. Not a subscriber? Subscribe today!
Last September, when the pollsters at Gallup asked Americans to “describe the federal government in one word or phrase,” 72 percent of the responses were pejorative. The federal government was a “constipated,” “obese,” “crappy” “bureaucracy” run by a “bunch of yahoos,” or by a “bunch of [profanity deleted].” We may be more politically polarized than ever, but when it comes to the federal government, we stand united in our disgust.
One often hears that we should run government like a business. What would a business do if it saw brand loyalty give way to such brand hostility? Wouldn’t its executives summon the alchemists of advertising? The day after last November’s midterm elections, Harper’s Magazine gathered creatives from four ad agencies—Saatchi & Saatchi, Goody Silverstein, Grey Group, and Weiden+Kennedy—and assigned them a daunting task: to develop a television spot for the federal government. And not just any television spot. We wanted one both memorable enough and entertaining enough to compete in the most expensive televised-marketing event of the year—the Super Bowl.
The conversation that followed, which can be read in our February issue, touched on government’s image problem and the recipe for the perfect Super Bowl ad. All four agencies created storyboards for Super Bowl spots, which also appear in the issue. One of them, Goodby Silverstein, took the task a step further and created a real website as a companion to their fake ad below.
More from Sam Stark:
Number of people who attended the World Grits Festival, held in St. George, South Carolina, last spring:
The brown bears of Greece continued chewing through telephone poles.
In Peru, a 51-year-old activist became the first former sex worker to run for the national legislature. “I’m going to put order,” she said, “in that big brothel which is Congress.”
Subscribe to the Weekly Review newsletter. Don’t worry, we won’t sell your email address!
“Civilization masks us with a screen, from ourselves and from one another, with thin depth of unreality. We habitually live — do we not? — in a world self-created, half established, of false values arbitrarily upheld, largely inspired by misconception, misapprehension, wrong perspective, and defective proportion, misapplication.”