Future Shock
Michael Walker’s snide put-down of the New Los Angeles Marketing Partnership’s campaign theme, “Together We’re the Best,” contributes nothing but negativity to the continuing discussion of our region’s future (“Song of the Southland,” Palm Latitudes, Nov. 19).
His article, whether through inadequate research or just plain mean-spiritedness, completely misses the point.
The campaign we created on behalf of our client, NLAMP, has nothing to do with creating a “city anthem.” It has everything to do with communicating the under-reported resourcefulness and vitality of our region’s economy.
The future for all of us hinges on jobs. And that means a growing, interdependent and mutually supportive network of government and private sectors working together to guarantee meaningful employment well into the next century. NLAMP’s entire reason for being is to help ensure that business stays here, grows here and, yes, even relocates here.
Does Walker really want us all to buy into the incessant media hype that Los Angeles has nothing to offer but a “riot and earthquake-tossed image?” It’s unfair, and it’s untrue. The fact is, all the people of Los Angeles have pulled together to overcome disasters, both man-made and natural. And together is the only way we can make our future so much brighter.
Read NLAMP’s print ads. Listen to our radio spots. Watch our TV commercials. Each conveys facts about the diverse strengths of our region’s economy--facts overlooked by those who prefer to see only doom and gloom.
Walker ridicules the lyrics in our song. In print, any lyric can look bland. Out of context, even “Na, na, na, hey, Jude” loses all meaning and emotion.
Should we really have used Randy Newman’s “I Love L.A.”? We don’t think so. This is not about creating a catchy, hip pop standard. Our mission today is much more serious and vital.
Walker writes that our composition was created by employees “moonlighting” as “jingle writers,” implying that our effort was either amateurish or some sort of free-lance venture. This couldn’t be further from the truth. In his capacity as staff writer and associate creative director for Davis, Ball & Colombatto, David Anderson co-wrote the song with fellow staffer Bert Kelley, our executive producer and music director. In addition, all arrangements were produced by Kevin Nadeau of Nadeau Productions.
Equally rude and prejudicial is the accompanying illustration, showing a woman plugging her ears while turning her back to the commercial. The truth is, thousands of people have called 1-800-7LA-FACT to comment on our effort. Over 90% of the respondents were positive. Walker wraps up the piece by citing a song titled “L.A. L.A.,” in which we are referred to as a “town with a bad reputation” and the virtues of smoking pot are extolled. Is this The Times’ idea of a representative song? “Together We’re the Best” is not meant to be a “nifty” new anthem. It is a heartfelt call to action based on real economic facts of life. It is a vital reminder that only by living and working together can we ensure the future success of our region.
It’s easy to ridicule and take potshots at an effort of this magnitude. But if you live here, raise kids here and plan a future her, why would you?
Stan Kaplan
Creative Director, Davis, Ball & Colombatto