What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos

1

Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers

2

Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge

3

Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
Close

In New Ads, the WE Campaign Turns to a Rancher and Construction Worker as Spokespeople for "Repowering America"

December 18, 2008, 5:12 AM


In two new TV advertisements, the We campaign is back on message (after one major stumble), framing appeals around the tagline of "Repower America," connecting a focus on clean energy to economic recovery, and using a rancher (above) and a construction worker (below) as spokespeople.

There's a lot to like about these new TV spots, starting with the tagline of "Repower America," a theme that resonates with wider news attention to fixing the country's economy and restoring the nation's sense of pride. Then there's the choice of actors as spokespeople.

The spot above featuring a truck driving rancher could easily be mistaken at first for the ubiquitous Chevy truck commercials. Notice though the messages delivered by the rancher. He focuses on renewable energy in both the context of religion ('killing God's green earth') and national security ("boys in Tehran might not like it.") Consider also that the rancher, the backdrop of windmills, and the closing line of "It's time to get real" are clear connections to the similarly ubiquitous T. Boone Pickens ad campaign.

The spot below featuring a construction worker is first and foremost about jobs, opening with the line "Most people see an old building, I see a new job" and closes with the construction worker's endorsement that re-fitting buildings to be energy efficient is "a great idea, unless you have a problem with creating jobs."


 

In New Ads, the WE Campaign...

Newsletter: Share: