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Creative > Ad of the Day
Ad of the Day
Milwaukee Police "Walking"Agency: Cramer-Krasselt Review Date: August 06, 2009 The only sounds are the footsteps of a lone woman as she walks down the darkest dark alley you've ever seen. Surely something bad is going to happen. But it doesn't, which is the point of this offbeat commercial (via Cramer-Krasselt, Milwaukee) for Milwaukee's police department. After one onscreen super has given the datum "2,945 fewer crime victims in Milwaukee last year," another one comments on the non-event we've just witnessed: "In some jobs, success is measured by what doesn't happen." Quite true. And viewers will surely take away the impression that Milwaukee's police force must be doing something right. It's less obvious that the spot will be effective in drumming up recruits for the force. One can easily draw the conclusion that being a police officer is a thankless task, since the woman isn't going to thank a cop for the fact she didn't get mugged in this alley. The spot leads one to the quite accurate thought that good policing is something people will take for granted. After all, people notice danger; they don't notice the absence of danger. The 2,945 non-crime-victims cited in the spot don't think of themselves as people who would have been victims were it not for the police department's good work. Of course, it's not as though a Milwaukee police officer is like the Maytag repairman, sitting around waiting for mishaps that never happen. But the spot doesn't build a powerful emotional appeal around the profession, even while making an intellectual case for its civic usefulness. On the plus side, the spot will appeal more strongly to people who'd like to be civil servants of a sort than to those who imagine themselves winning glory in shootouts with bad guys. So, you could say the spot will tend to cull out the less desirable kind of would-be applicants while attracting the more responsible types. And it should help to promote civilian assistance to the police department, which is another aim of this branding campaign. --Mark Dolliver View Credits
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