Hefty Trashes Political Ads
If there’s one thing all Americans can agree on, it’s that they hate political advertising. And after the 2016 election, it’s easy to see why. In the days leading up to the polls, tensions between parties, candidates, and supporters were at fever pitch. To rescue people from the candidates’ onslaught of insult-slinging, Hefty did what it does best and took out the trash—this time with political ads.
Responding in real time, we devised and launched the “Trash This Ad” campaign. The campaign involved taking over CNN’s homepage and display banners on FOX News, AOL and The Huffington Post; and running 6-second pre-roll videos on YouTube. Here, the brand replaced potential negativity with a simple, neutral, refreshing message: “This Political Ad has been Trashed Thanks to Hefty.” The election-weary were spared while Hefty leveraged its waste bag brand in a clever way.