One of the many problems facing people who want to grow popular awareness of matters ecological is that for the large part, it’s bloody depressing if you start to get the reality of it.
So I imagine director Cameron Russell sold the pitch for this vid with an argument something like “we need to catch peoples’ attention, make global warming ‘sexy’ for the meatball audience that wouldn’t know a tipping point if it ran them over”. As long as it helps raise awareness of such an important issue, the ad men would say, it’s a good thing.
On the other hand, even leaving objectification issues to one side, I can’t help but wonder how much the ego driven consumption-maximizing ethos of the supermodel advertising industry is the very essence of why there’s so much need for ecological reform, so much resistance to any real change, and so little awareness of its importance.
Of course there would also be plenty of arguments to link objectification, diminished humanity and diminished environmental responsibility. And I guess if you couldn’t leave the objectification issues to one side it would raise further questions about what sort of advertising means are justified to achieve what ends.
As a vegetable, I just wonder about the crass commercialization of green activism and where that’s going. I also find it difficult to understand the logic that links global warming bad and people taking their clothes off because “it feels good to use less” and “this [women in their underpants] is what 352ppm looks like”.