Last month we wrote about an ad for Unilever’s sustainability initiative: Couples expecting a child watch a video that shows images of war and poverty before moving on to describe innovations demonstrating that, in fact, “there has never been a better time to create a brighter future for everyone on the planet and for those yet to come.” In a similar but more pop culture-y vein, a Millennial-focused commercial for the Honda Civic starts off by showing some of the things young people are anxious about today—news about Wall Street crises and home foreclosures, environmental issues like melting glaciers—before tapping into the generation’s naturally optimistic mindset and focusing on both silly and serious reasons to feel positive.
“Today is pretty bad,” laments the lead singer of Vintage Trouble, the bluesy band seen in the spot, which runs 30 seconds on TV and for a full 2:38 online. But it’s really not so bad, counter a series of perky Millennials—science, selfies, puppies, even Nyan Cat are all reasons for optimism. (The spot gets specific about new innovations, naming “meta-materials, artificial blood, space mining, genetic therapy, biotech, 3D printers.”) The band’s lyrics soon become more upbeat too: “For the most part, give or take, today is actually … pretty great.”
Millennials, observes Atlantic correspondent James Fallows, are “tired of hearing that everything is terrible.” By contrast, this approach represents a “bolder ‘glass is way more than half full’ pitch than I recall seeing in any other political or commercial campaign,” he writes, while avoiding a “boosterish/denialist” tone. While the multitude of pop culture references feels like overkill in the longer version, the campaign smartly attempts to connect with the target audience by reflecting their hope-fueled mindset.