Dumb TV commercial #2…
I recently went off on a Swiss Chalet TV spot for being stupid, and I thought to myself, “Well …that’s my fun for the next 6-8 months.” Normally, there’s almost a year between those types of TV spots – the ones that truly reach lower than low, creatively speaking.
Well, its been about 2 months, and there’s another one already. It’s actually worse that the aforementioned spot, which declares more loudly, “You, consumer, are an idiot.”
The product: Some yogurt with the most forgettably-long and complicated brand name. Consequently, I can’t remember it. (I couldn’t find the spot online)
The story: A hip bar/nightclub, very upscale. The “hero” is a guy who goes from one TV spot to another (there are about 4 in the series), flirting either with the bartender, other female patrons or whomever is within ear-shot.
The twist: The bar only serves this yogurt.
Okay, in all TV spots of this type, there’s a formula. The TV commercial “poses a scenario” to you the consumer and asks you to “accept what you see, and we’ll explain it to you through humour, drama or punchline”. For example, a Coke ZERO TV commercial shows a guy sky-diving with no parachute. It delivers the punchline, “Its okay …zero calories but with real Coke taste – I MUST be dreaming”, therefore he doesn’t need the parachute. The humour comes at the end when he realizes he’s not dreaming and therefore screwed. You laugh. You get it. It’s fine. The formula works because it sets the pins up, then knocks them down, so to speak. You need both parts.
…these yogurt idiots missed the lecture on “how to execute an idea”.
They offer you the scenario …the guy comes in and orders his yogurt each time. Once he flirts with the bar tender chick, another time with the girl beside him. At this point, I’m still waiting for the explanation of this absurd scene. I’m an intelligent consumer, and I know there are no places like this anywhere. Furthermore, there’s no need for a place like this. It’s not aspirational, like all the hot girls are topless, or its a buzzing social hive of activity, or the yogurt automatically makes you super-fit. It’s just a place, and they only sell yogurt. They’ve made it far more difficult for me to accept this scene, and they’ve made the job of paying it off way more difficult for themselves.
So, the guy flirts, eats his yogurt, makes some VERY lame comments and the commercials all end suddenly …no punchline, no “oh …I get it” moments. Nothing.
Actually, this is good news for most of you creative people out there. You no longer need talent or good ideas to make it in advertising. You just need a dumb client, and some money they’re willing to spend.