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

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Welcome to Los Angeles: Proof of insurance required.

KEN SAITA

San Gabriel

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Los Angeles: It’s our own fault.

MICHAEL SADLER

Los Angeles

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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