With State Of The Union Ad, Seventh Generation CMO Hanneke Willenborg Puts The Spotlight On Climate Change

Anyone who watched last night’s State of the Union address on NBC, ABC or CBS and stuck around for the commercials that followed might have been surprised to hear the voice not of President Donald J. Trump, but of former president Franklin D. Roosevelt. own 1943 address to the nation

. “They are moving in their might and power. And no force, no combination of forces, no trickery, deceit, or violence, can stop them now. They see before them the hope of the world, a decent, secure, peaceful life for men everywhere.” The 32nd president’s patrician accent narrated a montage of modern-day video clips—peace signs and cardboard signs that read “System Change Not Climate Change” and “There Is Planet B”—which played before much older footage of World War II soldiers returning home. There was also a question: What if people alive today are meant to be the next greatest generation?

The 60-second video was an ad for Seventh Generation, the environmentally friendly Unilever-owned brand that aimed to talk about climate change, which the current president did not. According to Seventh Generation CMO Hanneke Willenborg, the concept was inspired by the generation known as the “greatest generation,” which survived both the Great Depression and World War II.

The TV spot was just part of a multiweek campaign across digital and television that Willenborg said cost “less than $3 million. The company also took out half-page ads in the

And don’t forget the State and Health of the President

Ironically on this 50th anniversary of EarthDay the humans are in their cages, while the animals are living free.

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