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Florida agriculture has put out a PSA to help promote their contributions to state’s economy which currently stands at $87 billion dollars. I find this video particularly interesting since we covered topics surrounding this kind of stuff at the marketing conference a couple of weeks ago. If you check the video out, you can see what they’ve tried to do. Unfortunately I think it fell short. The idea was to present a dry and slow beginning and then grab the user’s attention with an exciting twist at the end. The twist just doesn’t twist enough unfortunately. It is informative though and does serve its basic purpose.

This PSA suffers from the same fate as many other PSAs across all areas of content. They just don’t have enough money to throw at these kinds of problems to hire the best firms. I know of a particular private Florida grower that spends a ton on their advertising and it shows. That’s my only point of reference I have to compare this ad and it’s an unfair comparison to make.

I think an online campaign is a great way to go with this though since the customers are global and buying up ad time on global TV networks would likely be prohibitively expensive.

The production values are pretty good though and the message comes through. At the end of the day, that’s what you want out of a PSA so they’re on the mark there. I think it’s important to start bringing attention to the industry though since they are likely to be one of the first to be affected by global warming. Particularly in Florida where lots of the land is just barely above sea level.