Real Simple: This Ad is Unacceptable

Skipping through a recent issue of Real Simple magazine over lunch with R.BIRD creative director, Joseph Favata, our page-flipping was unavoidably interrupted by the stiffness - and thickness - of an “yellow tail” advertising insert (top-left-inset).

Pulling on a tab embedded in the insert set off a series of yellow blinking lights on the tails of what might be lightning bugs. Curious, as always, we decided to tear this insert apart to find out what’s ticking inside.

Our findings were disconcerting, to say the least. Not Simple at all, this tip-in extravaganza includes membrane switches, wires, light sources, circuit board and batteries.

What you see in this photograph is just ONE of 1.9 MILLION of these things (based on Real Simple published circulation numbers) casually and stealthily cast into the eco-system and, perhaps, wrongly destined for a community recycling program.

You might say that this example is akin to readily-available, musical greeting cards. The difference is: Choice was not involved in its delivery.

I’m going to send this specimen off to my son, a junior studying engineering at Carnegie Mellon University, for further fun and dissection. I’m imagining there might be several varieties of non-recyclable and even hazardous elements in its construction.

Sure, the effort was rewarded with our attention, but not in the way I think it was imagined by its creator and patron.

This all seems to be an obvious disconnect between wine and gizmos. And, certainly, not in line with the clean and simple image of Real Simple magazine. On the other hand, it could be right in tune with the profile of a target consumer for a sparkling wine named, Yellow Tail.

There are 1 comments so far | Post a comment

Scott Harris | Nov 29, 2007

Richard,
I had a similar opinion as you and sent a letter to the owner of Yellowtail (Casella Wines) and this was the reply which took over a month. I just thought you would appreciate it especially their comparison to a “consumer electronic”.

Scott

From: Scott Harris
Sent: Saturday, October 20, 2007 11:31 AM
To: feedback@yellowtailwineusa.com
Subject: Blinking Yellowtail Advertisements and the environment

Although I would not normally write a letter such as this, especially on a Saturday which for me is a day of rest and relaxation, I felt compelled to do so as an outdoorsman, businessman, and citizen of this planet. I am writing to express my distaste in what I feel has to be one of the most wasteful print advertisements I have ever seen. Your companies flashing Yellow Tail ad that is to target only one household per copy is a horrible waste of natural resources and ultimately landfill space and pollution potential that is hard to comprehend. I read on the internet after receiving this ad in a magazine that over 600,000 were sent out. If that is true that means 1.2 million batteries, 2.4 million small lights, 600,000 bits of circuitry, approximately 400,000 feet of wire, and all of the carbon footprint from the manufacture and distribution of these items will ultimately end up in landfill space that we are already short of. I also read that the company you work for is a family owned business and as such, especially as vintners, I could only assume that the Casella family would be surprised at these figures (this is only one of what must be hundreds or even thousands of ad campaigns worldwide). While I am not an environmental alarmist nor activist, and not a scientist nor waste expert, I am a responsible citizen and consumer who felt my views should be heard. I feel that there are much more environmentally friendly ways to get your ad message across. If you want flashing lights, buy an ad on Times Square.

Sincerely,
Scott J. Harris

And their reply…

Dear Scott,

We appreciate your email regarding our recent insert for [yellow tail] in Real Simple. This was our first, and to date only, advertising piece to use a battery.

In creating this insert we worked with a leading manufacturer of unique advertising products. They share our concern for sustainability issues and have taken steps to make sure the insert is consistent with regulatory requirements for electronics. All of their products have been tested by internationally-recognized safety labs and have been approved for their intended usage.

While we obviously don’t disagree with your assertion that batteries are hazardous waste, we would like to note that the button cell batteries used in the insert are comparatively very small versus the batteries used in the vast majority of consumer goods.

Nevertheless, we appreciate the point raised and will keep this in mind when planning future marketing efforts.

Regards,

Marketing Services
W.J. Deutsch & Sons, Ltd.

And my reply…………

I think you missed my point. I was more concerned by the total package than just the batteries. I also think it is a stretch to compare a one time , one household advertisement with a “consumer electronic”. The entire ad which caught the eye of consumers for a brief moment and then was discarded into trash and recycle bins across the country was my concern. Of course they were tested and approved by safety labs. That was to insure they were not dangerous to the magazine reader or children in their households which would decrease liability to your client and the manufacturer of the insert. That was not an environmental or social nod giving you and your company/client a universal thumbs up to pump out these ads. My point was that I felt it was environmentally irresponsible to design and implement an ad with the impact of this one for what could only be a small impact on the consumers who saw it. Another angle might have been a campaign that collected consumer data for a 1 in ???? chance to receive a coupon for a free bottle of wine. Then you could track the impact and have a database of potential customers you could bombard with e-mail offers with minimal impact but no flashing lights. I just feel it was excessive and that is just my 2 cents.

Scott

No response as of yet but I don’t think they will do a flashing ad again……We Hope!