Audacious Advertising

While driving our car to the auto shop for routine maintenance, today, I passed an intriguing billboard along Adams Avenue in San Diego neighborhood Normal Heights. Sentiment “People Matter” makes perfect sense. But not too long ago, and perhaps still, “all lives matter” was taboo response to the “black lives matter” crowd. Does this advert push boundaries? Is “people matter” all that different from “all lives matter”—regardless the different context? You tell me.

I am a big fan of offending people, of pushing their buttons, so to speak. We all need to feel uncomfortable from time to time, so that we think. So if “people matter” offends you, good! And because everyone matters, why should inclusivity of all colors be bothersome? Now, let’s get to the context, which is nothing about race relations.

The advertiser, TriNet, is according to its website:

A professional employer organization, or PEO, that provides small and medium-size businesses (SMBs) with full-service HR solutions tailored by industry. To free SMBs from HR complexities, TriNet offers access to human capital expertise, benefits, risk mitigation and compliance, payroll and real-time technology. From Main Street to Wall Street, TriNet empowers SMBs to focus on what matters most—growing their business.

“What matters most”—think on that. The M-word is core to the company’s mission DNA. Another example: “HR solutions so they can do what matters”.

I used Samsung Galaxy S23 Ultra to capture the Featured Image, which composition benefits from the marine layer hanging over the coastal area. Rather than blue sky, or distracting puffy clouds, a white canvas forms behind the billboard. Vitals: f/2.4, ISO 50, 1/320 sec, 70mm (film equivalent); 8:41 a.m. PDT.