I have a fair bit of sympathy for the WWF at the moment. I’m not a big “save the planet” kind of guy. Where a 5 minute walk can be had I’ll generally let the lazy man inside me win and take the car. But I recognise that the WWF do not have an easy task. Aside from the fact that their name was associated with fat, sweaty, loud mouthed wrestlers for so many years, they are forced to compete against the budgets and political muscle of the major corporations.

While the Multi Nationals inebriate us with catchy slogans such as “Anything is possible”, WWF have the slightly more buzz killing tag of “Before its too late”. Almost like the older sister at a party of 18 year olds getting drunk, they feel obliged to tell us to have fun, but think twice about doing too many beer bongs because you’l regret it later. Nine times out of ten when I fell out of bed the next morning with a jackhammer going off in my head, I wished I had taken that advice. I feel like we’re in the same situation now, except the stakes are a lot higher. And, as depicted in a famous South Park episode, we’ll find ourselves running around aimlessly saying “we didn’t listen”.

This is an excellent illustration of the state of things at the moment. The man made diggers are like a cancer spreading further up the lungs, but the important thing is that it can be stopped and reversed if we act now. It may not be the most creative of taglines but I can’t imagine the WWF are too worried about what the art community feels about that. Their number one priority is to get their message accross plain and simple, and that is why this is an effective ad.

Advertising Agency: TBWA\PARIS, France
Executive Creative Director / Creative Director: Erik Vervroegen
Copywriter: Nicolas Roncerel
Account Supervisor : Laurent Lilti
Released: April 2008

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