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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:
Chance that an American believes Ramadan is the Jewish day of atonement:
Mathematicians discovered the existence of a pseudoprime that is the sum of 10,333,229,505 known primes and contains roughly 295 billion digits but cannot be represented precisely because the mathematician who found it lacks sufficient RAM.
On the eve of Independence Day in Belarus, President Alexander Lukashenko delivered a speech in Belarusian instead of Russian for the first time in 20 years, disproving rumors that he can no longer speak the language.
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“I hope that after reading the following pages the leaders of the Y. M. C. A. will start a campaign to induce good young men to do nothing. If so, I shall not have lived in vain.”