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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:
Freddie Gray’s relatives arrived for the trial in the afternoon, after the prep-school kids had left. By their dress, they seemed to have just gotten off work in the medical and clerical fields. The family did not appear at ease in the courtroom. They winced and dropped their heads as William Porter and his fellow officer Zachary Novak testified to opening the doors of their police van last April and finding Freddie paralyzed, unresponsive, with mucus pooling at his mouth and nose. Four women and one man mournfully listened as the officers described needing to get gloves before they could touch him.
The first of six Baltimore police officers to be brought before the court for their treatment of Freddie Gray, a black twenty-five-year-old whose death in their custody was the immediate cause of the city’s uprising last spring, William Porter is young, black, and on trial. Here in this courtroom, in this city, in this nation, race and the future seem so intertwined as to be the same thing.
Percentage of British citizens who say that Northern Ireland should remain part of the United Kingdom:
In the United Kingdom, a penis-shaped Kentish strawberry was not made by snails.
The Playboy mansion in California was bought by the heir to the Twinkie fortune, and a New Mexico man set fire to his apartment to protest his neighbors’ loud lovemaking.
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“Matt was happy enough to sustain himself on the detritus of a world he saw as careening toward self-destruction, and equally happy to scam a government he despised. 'I’m glad everyone’s so wasteful,' he told me. 'It supports my lifestyle.'”