Enough! Please stop! No more! I can't stand it!
There are times when there is no possibility of being constructive when writing about the absurdities inflicted on an innocent world by others in our field. There are even times when, as honest proponents of our business, we have no choice but to call it like it is. And this, Ladies and Gentlemen, is one of those times. (By the way, stop me if you've heard this one!)
I am referring to the Province of Alberta rebranding project -- the one (I am not sure whether it is for tourism or just for the sake of doing it) which has as its tag line: "Alberta. Freedom to Create. Spirit to Achieve". Normally, as those who know me would expect, I would let a slogan as completely mysterious and meaningless and nonsensical as this pass with barely a snide comment. But this isn't normally.
Seems the marketers in Alberta (or whoever is responsible for this) took the "Freedom to Create" part literally, and "created" a beach and coastline for the province in order to make a point in an ad. Yes, I kid you not. They used a scene from a beach in Northumberland as the image in an advertisement. More than just the beach, they also used the image of two English girls romping on the beach.
Not surprisingly, they were caught out in the blogosphere, and this is where the fun really starts. It turns out that the image, over which the Alberta logo and the tag line appear written large, is not meant to depict Alberta -- it is meant to be a visual depiction of Albertans' concern for the future of the world (this according to Olga Guthrie of Alberta's public affairs bureau). It is likely that the intent of the campaign may be to counter the idea that Alberta's oil sands extraction process is an economic depiction of Albertans' lack of concern for the future of the world. If that is the case, then wouldn't the fact that they could not find a pristine example of concern-for-the-world in their own backyard, rather prove the critics right?
Apparently not. The Prime Minister's head of media relations (sorry, but what the hell is the Prime Minister involved in this for?), helpfully points out that, "There's no attempt to mislead here. The picture used just fitted the mood and tone of what we (we? we?) were trying to do." Obviously, whatever Alberta is trying to do, is something they can't do, if they can't find a picture to fit the mood and tone of whatever it is, in Alberta. Whatever happened to authenticity?
The little English girls, too, were not meant to deceive -- they are meant to be British girls because (implicitly) only English girls are suitable "symbols of the future." (Olga again).
If you don't believe me, here is a link to a PDF of the article in The Guardian Weekly.
Need I say more? Have we achieved absolutely nothing in the marketing world? Has everything we've been trying to do and say really been so tediously boring that it is totally ignored? I am desolate, disappointed and going to Mexico!
