This Energizer ad is terrible

There are a lot of mediocre ads out there, but it's rare to come across one so head-scratchingly bad as this one for Energizer Max batteries.

But I'll start with what's good not terrible. Energizer is partnering with the National Park Foundation. Cause marketing is lovely and while I certainly need batteries for my flashlight when I'm camping in the woods, it is a little disingenuous for a disposable battery brand to associate itself with the environment. But if you look closer, this isn't really a cause marketing campaign. If you buy 3 specially-marked packages of Energizer batteries, you get the $10 award in the form of a prepaid MasterCard or PayPal deposit. Or, if you're particularly generous, they will donate it on your behalf. Just don't try claiming that as a deduction on your tax return!

The image at the center of the ad, with the image of nature superimposed over the battery window, it's fine. It makes literal sense of the association. The headline, "Get a $10 reward and explore America's National Parks through Energizer" is a bit of an overpromise as $10 doesn't even pay half of the entry fee for one vehicle at Yellowstone. But the worst part of this ad--by far--is the completely baffling use of a city harbor and skyline. Hell, the water takes up half the page! If anyone can explain this staid image's connection to National Parks, to battery usage, even to cash rewards, I'm all ears.

Share your breakfast

I had coffee and a bowl of cold rolled oats with milk and dried cherries for breakfast this morning. Before I dug in, I snapped this picture and uploaded it to Kellogg's Share Your Breakfast. For every breakfast "shared," they'll provide breakfast to a hungry child.

Just snap a picture with your camera phone and text the word SHARE with the photo or a description of your breakfast to 21534.

I think it's a great cause marketing program with a compelling social media component. And I'm not just saying that because it came out of my agency, Leo Burnett. (I didn't work on it personally.)

The food drive that drove me to tears

Today is Sharing It Day at the Merchandise Mart, where my agency's offices are located. I participated in the annual food drive, as I have most years, lured as much by the promise of a free Potbelly sandwich and a slice Eli's cheesecake as I am by altruism and the desire to rid my cabinets of too much elbow macaroni and canned lentil soup.

I dropped off my grocery bag of goodies on the way to work and received my Potbelly gift card and prepackaged slice of cheesecake. Which, incidentally means that the nutrition information was readily available to me. I think I'll take home the 300 calories and 22 grams of fat for Josh and save my calories for Thanksgiving Thursday.

But none of this is what inspired me to post. You see, I passed by the South Lobby again on my way to the Chase ATM (which was broken, again) and caught a performance by the Kenwood Academy Concert Choir. I don't know if it's my nursing mommy hormones or what, but I stood there weak-kneed and slack-jawed, moved to tears by their four part harmonies. These kids can sing. It brought back memories of singing in my own high school choir, although neither I nor the choir had any particular vocal talents.

Incidentally, Kenwood Academy is located in Hyde Park, where I went to college. And both Hyde Park and the U of C have been in the news this week due to horrific crime spree that occurred Monday night. And hearing about dangers that lurk around the University reminds me of a dark chapter from my undergraduate days. A fellow student was grabbed off the sidewalk and raped. She committed suicide shortly after her attack by jumping in front of a Metra train. I remember being so shaken I signed up for a self-defense class.

Dove does it again

Dove's Evolution was an Internet sensation. Check out this sequel, entitled Onslaught. A perfect marriage of social consciousness and brand. Go Ogilvy Toronto!

Red in the face?

I'm a big proponent of cause marketing. We live in a branded culture and most consumers don't mind one bit. I think big companies are uniquely positioned to champion causes that make sense for their brands and connect with their consumers. We spend all day with our favorite brands, so why not learn something from the back of a cereal box, save those soup can labels for our schools or reach for the coffee brand that invests in growers' communities? There is a real opportunity raise awareness and funds for worthy causes, and plenty of companies have done quite well doing good.

But what if a brand spends a whole lot more money talking about all the good they're doing? How will consumers react? Ad Age raises the possibility of a consumer backlash against the Red campaign, which is supposed to be raising money to battle AIDS in Africa. Powerhouse brands like the Gap, Motorola and Apple have spent over $100 million pushing Red, and it's not just Bono behind the effort: celebrities from Oprah to Chris Rock to Christy Turlington have promoted the cause.

You'd expect the cash raised to be pretty significant, right? Well, according to Ad Age, just $18 million has been raised worldwide. Kind of a drop in the bucket. Do consumers care? They're not going to stop consuming altogether, but will they become more cynical, losing respect for companies who treat cause marketing as more campaign than commitment?

I'm curious, do you shop for brands that claim to give back? Which brands do you believe have a real commitment to a cause? Is there a particular cause that connects with you?