|One of the things I like about old ads is how they often respond to the social and political climate of their time period. There are usually very distinct sides to different topics of debate. If a company picks one side of that debate in their advertising campaign, they run the risk of alienating customers that might be on the other side. Depending on the companies primary audience, this might be an effective strategy. However, I find it very interesting when I find a campaign that is able to effectively target both sides of very complex issues. The ads for the Caterpillar Tractor Co. starting in the 70's are an excellent example of that.|
|Take this one, for example. It brings forth the debate over whether coal should be abandoned in favor of alternative energy sources, or if it should continue to be a strategic part of future energy plans. The text of the ad does a great job illustrating how both sides have merit. But, their tag line at the end does a great job summing it up. It states "There are no simple solutions. Only Intelligent Choices."|
|Or, take this one that debates the topic of wind energy. One side supports the clean, renewable aspect of wind energy.... while the other side focuses on the inability to meet today's needs. One thing I find particularly interesting about this series... is our society is now almost 4 decades older than when these ads came out. But, despite all our progress, many of these ads are still very relevant. You hear many of the same arguments coming from both sides. I guess it just helps support Caterpillar's position that there are no simple solutions.|
To see these ads and more similar-themed ones, check out more of our Caterpillar Tractor Co. ads.