So for a second every business was going ‘green’ and it was the politically correct/popular thing to do. Then the GFC hit, and the unpopular thing to do was cut jobs and reduce spending. Regardless, it’s happening, and many environmental issues have been cast by the wayside.

To an extent, it’s understandable – after all, eco-friendly practice and corporate social responsibility is expensive. That’s not to say that the environment ought to take a back seat to our financial issues: but it is a likely result. In truth, many businesses were only embracing the green revolution in order to win public sentiment; the public are currently otherwise distracted.

I know that it is a mass generalisation – but we tend to be selfish in difficult times.

However, GE are addressing both concerns in a single campaign. Not only are they broadcasting ‘green energy,’ but it’s also a more afforadable option.

Plus they’ve managed to portray an idea of ‘natural energy’ perfectly – I love the butterflies being drawn to the light, or the energy-saving fireflies.The art direction is gorgeous, and the lightbulbs (almost) seem a part of the natural environment itself.

Which of course, is a huge exaggeration. No matter how hard we try to minimise our carbon footprint, our need for electricity and energy seems to always outweigh our planet’s need for protection.

But GE are taking more than a step in the right direction – considering the times, a massive influence like GE could remind people of the very real ‘green’ issue which was a fad not too many months ago. Earth Hour is this weekend. Compared to last year, I’m not even sure that anybody has noticed.

Our environment has stuck around, through thick and thin, providing support, resources and (as these ads show) some really pretty sunsets. Perhaps we owe it more than just our fleeting attention, when our bank balance is feeling healthy.

Advertising Agency: BBDO New York, USA
Executive Creative Directors: Bill Bruce, David Lubars
Creative Director / Art Director: John Leu
Creative Director / Copywriter: Brad Roseberry

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