This is an article by Shawn Wright of Waste & recycling News.
Here is Shawn Wright’s contact information in case you disagree with what he’s written below:
Lowe’s Home Improvement has some explaining to do … that is, if you’re part of a contingent that’s outraged at a recent television commercial showing a couple demolishing their house with sledgehammers.
Some group members on GreenYes, sponsored by the Grassroots Recycling Network, are upset that the 30-second commercial doesn’t address what is being done with the construction and demolition debris after it is felled or smashed by the happy homeowners.
There are posts suggesting Lowe’s should pull the commercial, contact the company’s director of environmental affairs and even call the marketing firm that created the ad.
My question is this: How can anyone assume that the C&D debris from that commercial was NOT handled in the proper way? Must a short TV ad explicitly show recycling to please a small group of folks? Can that even be done in 30 seconds?
Take a look at the commercial and see for yourself:
For an advertiser, 30 seconds is not a lot of time to get your point across. What was Lowe’s supposed to do? Show the couple after each swing of the hammer carting off debris to the recycling center? Should there have a been a Public Service Announcement at the end of the commercial saying, “Please Recycle Responsibly,” as if it were a beer commercial?
I’m 110% for recycling, reusing and responsibly doing the right thing with all of our waste streams. But to me, this nitpicking of one advertisement from a company that already encourages sustainability goes overboard.
Perhaps I’m wrong.
Does Lowe’s need to explain itself? Should it have shown the proper ways to handle C&D waste in its commercials or advertisements? Or is that even necessary in this day and age?