47 percent of us trust the IRS compared with 36 percent ten years ago. The U.S. Postal Service—a whopping 83 percent of us like them. 61 percent like NASA. 67 percent like the Centers for Disease Control. And when you ask Americans what they want to cut, they want to protect their Medicare, they want to protect the military, they want to protect Social Security, they don’t want to cut spending on education and highways. A marketing consultant might reasonably conclude it’s the federal brand we hate, not the product.
Donovan Hohn, senior editor at Harper’s, in A Superbowl Spot for Uncle Sam. Harper’s tasked a group of ad creatives (Perry Fair of Grey Group, Mark Fitzloff of Wieden+Kennedy, Thomas Frank of Harper’s, Marc Sobier at Goodby Silverstein & Partners, and Con Williamson at Saatchi & Saatchi) to develop a superbowl ad for the federal government. This is the forum of discussion and it is super interesting if you can get your hands on it.