Seventh Generation gives voice to young people not yet able to vote

In time for the first presidential debate, Opinionated debuts new ads directed by Errol Morris

Published On
Sep 29, 2020

Editor's Pick

Set to air immediately following the first presidential debate tonight between Donald Trump and Joe Biden is Seventh Generation's 30-second spot, focused on the climate crisis. The ad turns to young people to encourage Americans to vote not just for themselves, but for those not yet old enough to go to the polls.

Created by ad agency Opinionated and directed by acclaimed documentary film director Errol Morris, it features kids imploring older generations to cast a vote for them—that is, a solution to the climate crisis.

Like Seventh Generation's previous ad that aired immediately following Trump's State of the Union speech in February, this one employs a similar media tactic tied to an important political moment. The ad will be airing on ABC, CBS, NBC and digital TV.

The campaign includes additional spots focused on individual kids featured in the main ad.


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.”


Sep 29, 2020
Client :
Seventh Generation
Agency :
Director :
Errol Morris
Executive Creative Director :
Mark Fitzloff
Executive Creative Director :
Rob Palmer
Art Director :
Vicky Mo
Copywriter :
Scott Fish
Account Management :
Trish Adams
Account Management :
Nick Larkin
Account Management :
Corrina Yanagawa
Strategy Director :
Dave Daines
Exec Producer :
Corey Bartha
Director :
Errol Morris
Film Production Company :
Sr Creative Ops Mgr :
Norah Kelly
Editor :
Grant Surmi
Post Production :
Animation + Graphics :
Bryan Grant
Animation + Graphics :
Bryan Grant Studios
Music :
Asche & Spencer
Sound Mixing :
Reed Harvey - Steambox

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