The "America Is All In" campaign positions the brand as a unified, nonpartisan coalition committed to addressing climate change through collective action spanning business, government, entertainment, and faith communities. Its core proposition is to convey a sense of national readiness and shared responsibility, emphasizing that tackling climate change is a priority embraced across diverse sectors and leadership levels. By highlighting a broad array of influential figures—from political leaders like Governor Jay Inslee and mayors Francis Suarez and Vi Lyles to cultural figures such as the Property Brothers and Rainn Wilson—the campaign underscores the depth and inclusivity of this commitment, framing climate action as a unifying cause that transcends traditional divisions.
Strategically, the campaign leverages the insight that climate change advocacy benefits from demonstrating coalition strength and broad-based, cross-sector engagement to build public trust and urgency. Its media placement choice—targeting beltway markets on major news networks like MSNBC, CNN, and FOX—suggests a dual focus on influencing both policymakers and an informed public invested in political and social issues. The creative approach, a 60-second TV spot showcasing documentary-style elements and social experiment genre cues, aims to present authenticity and seriousness while signaling urgency. By combining well-known public figures with prominent business and institutional endorsements, the campaign crafts a compelling narrative of unity and decisive action, designed to resonate with an audience seeking credible leadership on climate issues at a pivotal moment.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign best fits the "Ongoing Characters or Celebrities" creative format because its central device is the assembly of recognizable leaders and celebrities—such as governors, mayors, faith leaders, The Property Brothers, and actor Rainn Wilson—uniting under a common cause. The narrative cues and description emphasize the breadth and credibility of the coalition through the presence of authoritative and celebrity figures, leveraging their familiar faces to inspire trust, attention, and a sense of nationwide momentum around climate action. Rather than constructing a linear story, dramatizing the problem, or illustrating a direct product demonstration, the spot relies on these recurring personalities to embody and reinforce the campaign’s resolve and public commitment, a hallmark of this creative device.
1. Environmental Defense Fund (EDF) – Known for its science-based, collaborative approach, EDF positions itself as a pragmatic leader bridging environmental and economic interests, working with businesses, governments, and communities to find innovative, market-driven solutions to combat climate change and protect ecosystems.
2. Natural Resources Defense Council (NRDC) – NRDC advocates for strong environmental policies through a combination of rigorous legal action, grassroots activism, and public education, emphasizing policy reform and justice to ensure healthy communities and a sustainable environment.
3. The Sierra Club – One of America’s oldest and largest environmental organizations, the Sierra Club leverages grassroots organizing and community empowerment to advocate for clean energy and environmental justice, focusing heavily on mobilizing public action and protecting public lands.
4. Climate Reality Project – Founded by Al Gore, this organization specializes in global awareness campaigns and leadership training, positioning itself as a movement-driven educator and activist network dedicated to accelerating solutions to the climate crisis through storytelling and community engagement.
5. Ceres – Ceres positions itself as a strategic sustainability nonprofit that partners with investors and companies to integrate environmental risks into financial decision-making, focusing on transforming capital markets to support a low-carbon economy and sustainable business practices.
Q: What is America Is All In about?
A: America Is All In is a 2021 public service campaign created by Deutsch for the America Is All In brand in the United States. The campaign centers on a 60-second television spot that assembles a diverse, nonpartisan coalition of leaders from business, government, entertainment, and faith communities—including Governor Jay Inslee, Mayor Francis Suarez, Mayor Vi Lyles, the Property Brothers, Rainn Wilson, and HP. Airing across major news networks in key beltway markets, the campaign’s creative idea is to showcase America’s collective readiness and commitment to bold climate action, positioning climate change as a unifying national priority.
Q: What creative device does America Is All In use?
A: America Is All In employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy. The campaign’s central device is the assembly of recognizable leaders and celebrities—such as governors, mayors, faith leaders, the Property Brothers, and Rainn Wilson—who unite under a common cause. Rather than following a linear narrative or dramatizing the issue, the spot leverages the authority and familiarity of these figures to build trust, attention, and a sense of momentum, embodying the campaign’s resolve and public commitment to climate action.
Q: What is the campaign proposition for America Is All In?
A: The campaign proposition for America Is All In is to position the brand as a unified, nonpartisan coalition committed to addressing climate change through collective action across business, government, entertainment, and faith sectors. The message targets both policymakers and the informed public, emphasizing that climate action is a shared responsibility embraced by influential leaders and institutions nationwide. By highlighting the breadth and credibility of its coalition, the campaign seeks to build public trust and urgency, framing climate change as a unifying cause at a pivotal moment for the United States.
Q: How does America Is All In rank in Clapboard's archive?
A: America Is All In holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in America Is All In's category?
A: In the public interest and climate action category, America Is All In faces competition from organizations such as the Environmental Defense Fund, which is known for its science-based, collaborative approach bridging environmental and economic interests, and the Natural Resources Defense Council, which emphasizes policy reform and environmental justice through legal action and grassroots activism. The Sierra Club leverages grassroots organizing for clean energy and environmental justice, the Climate Reality Project focuses on global awareness and leadership training, and Ceres partners with investors and companies to integrate sustainability into financial decision-making, all contributing distinct strategies to the broader climate advocacy landscape.
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