Your Mother Called. She Thinks This Is Dumb, Too.
Hey, let’s take someone who’s kind of famous and not all that admired. And then let’s take their moms and have them advertise for us! That’s cool! …?
The Obama administration has enlisted the help of the mothers of celebrities to encourage young Americans to sign up for health insurance.
The mothers of Adam Levine, Jonah Hill, Alicia Keys and Jennifer Lopez were all featured in a new ad released on Friday by the White House.
The ad comes as the March 31 deadline for enrolling in health insurance rapidly approaches, and young Americans have been some of the slowest to act.
Maybe it’s just me, but this is starting to verge from the realm of, “hokey,” to, “downright dumb.” I’m obviously not the target audience, since I probably couldn’t tell you anything about three of the four of those people. But really? Their moms?
What I don’t get as a strategy guy is… well… what’s the strategy of the administration to try to attract people? From dumb kegger ads, to shots on ski ads, to moms begging kids to sign up. The assumption here is that we want fundamentally irresponsible people to become responsible, or to at least assume responsibility for society. If we hadn’t coddled this twerps for their whole lives, maybe they’d be more receptive.
But that’s part of the problem. We’re asking these people to take on responsibility for the first time, and I don’t think they’re all that interested in doing it. All the mom begging in the world won’t change it now.