Element 82 has been blamed for the fall of the Roman Empire and for driving Renaissance artists mad. It’s the stuff of bullets and leaded gasoline. And it’s sparked public health crises in Flint, Mich., and Newark, N.J., in recent years, contaminating water supplies and raising blood lead levels in children who were disproportionately from poor and minority communities.
When lead binds with proteins or displaces essential metals in the body, the effects can be catastrophic. “The beauty of lead, for the chemist, is the fact that it can bond in a number of ways,” says Mark Wilson, an assistant professor of chemistry at the University of Toronto. “The danger of lead, for the biologist, is that it can bond in a number of ways.”
But as the chemist might point out, lead isn’t all bad. Lead-based linings protect your organs during X-rays and shield the environment from some hazardous materials. Lead makes your crystal wine glasses strong and sparkly and your car battery rechargeable.
Its usefulness is partly why it’s been pervasive. When the Lead Industries Association went bankrupt in 2002, citing lack of insurance for litigation, no one was left to speak for the positives. With that in mind, Bloomberg Businessweek spoke with Matt Sorrell, creative director of ad agency Wieden + Kennedy, to discuss whether lead’s beneficial uses could in some way redeem it. The interview has been edited for length and clarity.
What would you need to know before taking on lead as a client?
Are you trying to educate people? Or is some lead magnate just trying to clear out a warehouse of the stuff?
Let’s start with a brand refresh and let the sales follow from there.
In that case, we would want a forward-looking approach. “Lead Is Life.” “Lead With Lead.” “Lead: Try Not to Think About It Too Much.”
The second one might be tough to understand in print.
Maybe it’s as simple as an accent mark over the “e” or “a” so we get a different pronunciation to make it forward-looking.
Walk us through how you’d pull off “Lead Is Life.”
Lead protects the human body—it protects the genitals of human beings! If you look at it that way, maybe lead creates life.
There is a lot that’s positive about lead. It’s cheap and malleable and tough to corrode. Did you know that the universe is always creating more lead?
I didn’t know that. It’s not going away, so maybe we shouldn’t ignore it.
It also has the highest atomic number of any stable element. That’s what makes it such a great shield against radiation.
Yeah! It’s got a high score, it’s got a high number, but it’s just on the edge of being super dangerous. A maximum-strength Tylenol kind of vibe.
There are plenty of examples of problematic products in the history of advertising—such as cigarettes. What’s the downside of acknowledging the dark side of lead even more overtly?
Bad PR in the ad industry.
But isn’t the ultimate challenge for an agency to persuade people to buy something that’s not good for them?
To sell the unsellable? It feels like a slimy, old-fashioned way to do it, to me. Marlboro Man and [Joe] Camel are weird pieces of pop culture that wouldn’t have existed if people didn’t put their morals aside.
Are you saying the advertising industry has changed?
There’s been change on both ends; public knowledge has also changed. (Pauses.) With information being so readily accessible, people are going to know it’s bad for you. So why hide it? Maybe we embrace it. People do have a kind of doomsday headspace right now. Maybe embracing something that laughs in the face of that could be the way to go? People are into things that are bad for them. “Lead: Expose Yourself.” Or “Lead: Bad to the Bone.” Or “Lead: Hurts So Good.”
Are we talking about award-winning advertising here?
Right now the awards industry is pretty hot on work that takes things to an edgy place and makes people uncomfortable.
Promising. So would you take on lead as a client?
After reviewing the pros and cons? Absolutely not.