Apparently the retailer is pumping up its awareness of its eco-savviness in honor of Earth Week with some new television and print ads, its first campaign produced by The Martin Agency. The ad I saw last night featured one woman talking directly to the camera about her organic pajama pants. The ad was spare, and included her gently acknowledging that she never thought she would be the type to go organic when it came to her clothes; that her mindset in making the purchase of organic was more of a 'why-not' rather than a necessity. It also made a thinly veiled guilt trip appealing to all Wal-Mart shoppers, all 180 million of them, that if they all just purchased one pair of organic pajama pants (at a reasonable, everyday low price of course) that they could make a difference in the environment. And have the world's largest pajama party (to which I say eww, but I get the gimmick.) The ad certainly was a departure from the company's usual ad style--no bouncy smiley faces in this one--but is public opinion of Wal-Mart at the point where efforts for sustainability and 'greeness' are even going to be considered remotely believeable? Can the green movement go large-scale corporate, or does it have to reside in the grassroots groups where principles are the driving force, not profits?