Page 227

212

PROVIDING STRUCTURE TO THE WORLD

Street” deals honestly with issues such as loss, racial and cultural differences, anger, and so on, but in a totally constructive, age-appropriate way. A recent campaign for Blue Cross/Blue Shield successfully navigates the same terrain and at the same time provides a contemporary guidepost for parents. A strong and confident mom holds her nineor-so-year-old daughter, with the accompanying text: I check “worry” at the border. For I hold the pass that opens doors. Wherever we go, With our Blue Cross and Blue Shield Plan, we’re covered. My only concern? Keeping this vacation forever in memory. This is my plan, To take care of . . . Their mind. Their body. Their spirit. Their health. Another very contemporary Caregiver campaign which acknowledges that caregiving is a complex task shows a girl of about the same age leaning on her mother’s arm, on which the following words are written: “stay involved in my life.” The copy goes on to talk about how it would be a lot easier if kids came with directions, but since they don’t, we can only hope to laugh with them, sing with them, teach them a joke, listen, and talk. The ad ends with the line, “Parents: the antidrug.” AT&T, a great Caregiver brand, was once famous for wonderful commercials about caring and connecting. Among the most celebrated was a spot titled “Joey Called,” in which a sad and somewhat lonely day is made perfect for an aging mother and father because their son, Joey, calls them from abroad. While touching and highly effective, the “Reach Out and Touch” advertising almost welcomed a competitor to parody it. One such MCI ad showed a woman crying and being comforted by her husband—not because she was touched by her son’s call, but because she was distressed by how much it cost. Over time, though, MCI realized that an identity based purely on price would impede it from being a true leader in its category. The

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

Advertisement