Everyone involved in Dr. Seuss’ The Lorax, from co-directors Chris Renaud and Kyle Balda to the Universal Pictures marketing division, has been faced with a tricky balancing act. On one hand, there’s the need to remain true to the spirit of Seuss’ anti-consumerist work, his most earnestly activist effort. On the other, there’s the requisite allegiance to 3D animated family movie standards and the obligatory corporate tie-ins that come with promoting such an effort. If you’ve been paying attention, you’ve seen Seuss’ mystical mustachioed creation across the advertisement spectrum lately, in everything from IHOP ads to printer spots and Mazda car commercials. Sure, Universal has made a point of pursuing advertising partners with “green” tie-ins/messages, or so they claim, but the Lorax’s ubiquitous commercial presence leaves the sort of rotten taste that only comes with the betrayal of a sacrosanct legacy. Fortunately, the film itself fares better. It’s a pleasant, minor-key affair that gives appropriate attention and weight to the important environmentalist message. The picture asks that its young viewers sit up and take notice of the world around them; it demands that they put down the video games, learn to care about nature and seek to preserve it.