A Starbucks ad promoting environmentalism was the best commercial of the year. Climate activists should take notice.
[youtube]http://www.youtube.com/watch?v=KRFofwu-0o4&feature=player_embedded
According to the data firm Ace Metrix, last year's most popular restaurant commercial was Starbucks' "The Big Picture," an ad asking consumers to abandon paper coffee cups in favor of reusable mugs. The minute-long spot was rated on things like its likability and persuasiveness, and it beat out dozens of other commercials from chains like Taco Bell and Chili's, which emphasized the value and quality of products rather than their environmental friendliness.
Recent scientific research has argued that dark climate change ads have a tendency to turn off a large swath of the American public. That Starbucks' attempt at a cheery environmental message is receiving such a positive response is more evidence that climate communicators should get happy.
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