If you been watching TV lately you may have noticed the cleverly targeted and worded Chevron ads. This is pitched to appeal to the hearts and minds of the skeptical and present Chevron as the good guys who care for people and the environment.
This post is not about the rights and wrongs of Chevron or mining.
It's about taking a sentiment that exists in the community and addressing that sentiment by using the classic proposition of saying - 'we've got nothing to argue about' - 'we both agree' - 'I'm on your side'. After all that's how you win an argument - by neutralising the objection and emotion in the argument. In effect you are not converting your audience to change sides, as you are already on their side.
The presentation is spot on - low key, with a folksy retro, hand-made look.
The print ads even have endorsements from notable 'impartial' Australians.
And as a brand designer, I can't help but admire the campaign.