Among the birthday greetings sent to North Carolina’s conservative Republican governor Pat McCrory on Monday, October 17, his 60th, will be a full page open message in the state capitol’s Raleigh News & Observer, paid for by the recently formed Writers for a Progressive North Carolina, Charlotte. The ad, neither particularly subtle nor particularly sincere, was created by advertising agency BooneOakley, Charlotte, its first work for the new client.
It’s headlined “HB 2 U, Pat,” offers him “best wishes,” and features a big fat slice of rainbow-colored birthday cake. For those not versed in Tarheel politics: HB 2 is the name of the state’s controversial, anti-transgender “Bathroom Bill,” enacted this past March at Governor McCrory’s behest. And for those born yesterday: the ad’s HB 2 stands for “Happy Birthday to”; its rainbow colors stand for LGBTQ pride; and the single candle rising from the cake’s middle stands for… nah, too subtle.
In less oblique terms, the ad urges voters to support candidates who will repeal Mr. McCrory’s bill. Besides newspaper, it will run on news websites statewide and on paid and owned Facebook, and on owned Instagram and Twitter.
CREATIVE CREDITS:
Client:
Writers for a Progressive North Carolina, Charlotte, N.C. newstorync.net
Statewide association, a 501(c) (4), of over 140 North Carolina authors, songwriters and journalists (e.g. Hodding Carter, Bland Simpson, Jill McCorkle, Allan Gurganus) who oppose the state’s rightward political tilt.
Agency:
BooneOakley, Charlotte booneoakley.com
First work for new client
Brief:
Mobilize support to elect a governor who will repeal North Carolina’s anti-transgender “Bathroom Bill,” a.k.a HB 2.
Execution:
“HB 2 U, Pat”
Full page ad in the state capitol’s Raleigh News & Observer appears October 17, which is governor Pat McCrory’s 60th birthday.
Who?
N.C. Governor McCrory, now up for reelection, has been the driving force behind HB 2.
Ad puns and symbolism, for those born yesterday:
HB 2 stands for “Happy Birthday to”
Cake’s rainbow colors stand for LGBTQ pride.
Single candle rising from the cake’s middle stands for… nah, too subtle.
CD: David Oakley
CW: Mary Gross
ADs: Eric Roch von Rochsburg, Laura Beebe, Jim Mountjoy
Digital Director: Ashley Neel
Client Lead: Joyce Fitzpatrick, Fitzpatrick Communications, Raleigh
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