Sunday, March 8, 2015

Doing my head in

Last night's episode of The Voice was so exciting that the Twitterverse concentrated largely on why the tv director kept cropping Will I.Am's polka-dot baseball cap.

In 2008, Will was apparently appalled at the trash and plastic bottles left behind after a Black Eyed Peas concert in South America, and went to Coca-Cola with an idea for re-use that became Ekocycle. The concept is that brands come up with new products and versions of existing products that use at least 25% recycled polyethylene terephthalate, labelled rPET for short. Thus they win global creds from the manufacturer who has flooded the world with sugary fizzy drinks and plastic.

The New Era Cap company, of Buffalo New York, was started in 1920, and is the maker of the official on-field cap worn by every Major League Baseball team, and their minor league affiliates. They have two products which have EKOCYCLE backing, claiming 42% rPET.

It's hard to tell which logo was being shielded, as there are many variations - indeed, New Era offer personalised caps. Only those in the audience and post-production will know. Will I.Am's clearly too important to the BBC to be told to take the hat off, or get another one.

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