The first 2020 presidential debate kicks off tonight in Cleveland, giving advertisers the opportunity—infrequent since the pandemic began—to reach a substantial, unified audience. NBC, CBS and ABC have all sold out their commercial inventory around the first debate, Variety reported on Monday, and many advertisers are using their time to get out the vote.
Seventh Generation's 30-second spot, focused on the climate crisis, encourages Americans to vote for themselves and for those too young to go to the polls. In the spot, created by ad agency Opinionated, young people ask older generations to cast a vote for them—that is, a solution to the climate crisis. The ad is airing on ABC, CBS, NBC and digital TV.
Seventh Generation also sent an open letter to the debate committee asking that climate change be included in debate topics, says Chief Marketing Officer Hanneke Willenborg. While climate is not among the six topics on the agenda, Willenborg said the brand will keep pushing the issue and might continue advertising around other debates. Seventh Generation saw significant lifts in unaided brand awareness and purchase intent from the ad it ran on networks immediately after the State of the Union address in February, and the new ads further that effort.
“At this point in time, the biggest threat not just to the next seven generations but to the next generation is the climate crisis,” Willenborg says. “We’re still considering what to say for the next two debates.”