Act on CO2 - Department for Transport 2009 Ad Campaign

The ad starts with what you think is a roof of a factory, as if to get the viewers talking about 'how bad global warming is' in the context of these factories, but then slowly twists and zooms out to reveal what you believed to be a factory roof, is actually the exhaust of a car, putting the global warming emissions into a much more real situation. I think this is a very clever strategy by the Department for Transport and their advertising agent as it is more shocking than leaving the CO2 emissions talk only in these abstract context of factories and large establishments that not many people can empathise with, but will quite happily talk about and critisise. The visuals are very clever too and really captured my attention once the seamless movement and transition began; not only visually alluring but technically brilliant too. I really commend the Government for taking the initiative to crate a set of adverts that perhaps skimp a bit on the technical and scientific detail but communicate in an attractive and attention grabbing way.

Visit the Act On CO2 website here:

http://actonco2.direct.gov.uk/actonco2/home.html

Watch the ad here: