The L. A. Ad Campaign, Part Deux (Citizen-Style)
Last week, a government-business coalition started a $30 million advertising campaign around the slogan, “Together We’re the Best. Los Angeles,” with a logo that could be interpreted as the letters WE. Voices asked readers to send their own ideas. Some sent whole ad campaigns. Here’s a selection of the reader offerings, some more serious than others.
Campaigns
The underlying image should be drawn from a series of portrait shots of various L.A. residents of all ages, ethnic backgrounds, etc., in single headshots and group shots of families, students, car wash workers, etc. The slogan should read:
Another reason we’re the City of Angels: Los Angeles .
This would emphasize the special qualities of goodness that ordinary individuals can bring to society and make people feel like they, too, might practice random acts of kindness and be ambassadors of good will for our city. It also translates well from English to Spanish.
TOBEY CROCKETT
Los Angeles
*
Build a theme around a brief, strong message, repeating the pleasant “L” sound in the city’s name that could serve as the platform and tag-line for an infinite series of vignettes in print, sound or video.
Examples: “Which port clears more freight than any other in the world?” (Footage of container cranes, etc.) Only L.A.!
“Around the world, there is one city that stands in the center of people’s aspirations for a better life.”(Footage of diverse ethnic communities, shop signs in many languages) Only L.A.!
“Which city makes fantasy a reality for the whole family?” (Footage of Disneyland, Universal Studios, Magic Mountain). Only L . A . !
The campaign could, and should, also profile some of the more offbeat and distinctive aspects of the region’s culture: the cruising scene along Melrose, cliffhanging dwellings in the hills, drag-racing. It could also profile famous L.A. natives, including Dexter Gordon and Charles Mingus in jazz.
MATTHEW ROTH
Santa Monica
L.A: the World in One City LINDA S. DESKIN
Hollywood
Slogans
If you turn the official logo on its side, it becomes:
Leave Me Alone ED BONDS
Hesperia
*
L.A.: City of change. Can you spare some?
CHARLES W. BARNES
Culver City
*
Shangri-L . A .
EDNA McHUGH
Malibu
*
L.A.: You were expecting maybe Bemidji?
or
L.A.: It doesn’t get any better than this, unfortunately.
DAVID MARTIN
Costa Mesa
*
L.A.--We speak your language.
MARK A. RASMUSSEN
Yorba Linda
*
L.A. is for living LARGE!
or
L.A. couldn’t happen to nicer people!
CAROLYN FETTERS
Huntington Beach
Fire, earthquake , focus!/Time to cue the locusts. Los An-gel-es!
or
L.A.: All you need is an auto and a motive.
PHILIP J. FRANKENFELD
Long Beach
*
L.A.: You, Me--We!
HEIDI WINN
Bakersfield
*
Never a dull moment. Los Angeles.
For the logo, I see a white Ford Bronco jumping over the earthquake-damaged part of the Santa Monica Freeway.
AMY E. DUDDLESTON
Los Angeles
*
L.A.: The jury’s still out.
ALICE ATKINS
Santa Ana
*
Welcome to Los Angeles: Proof of insurance required.
KEN SAITA
San Gabriel
*
Los Angeles: It’s our own fault.
MICHAEL SADLER
Los Angeles
*
L.A.: Colorfast and shrink - proof.
BARBARA BERRY
Torrance
*
L.A.: There’s always hope.
JUDY GARABEDIAN
Rancho Mirage *
L.A.: the World in One City LINDA S. DESKIN Hollywood
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