I was browsing through my RSS feed and saw a post from AdPulp about this commercial for Sobe.
After watching it, actually about 10 second into watching it, I am reminded of a quote from fictional CD Don Draper.
Peggy: Sex Sells.
Don:Says who? Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and stick it in a briefcase, completely unaware that their success depends on something more than shoeshine.
It saddens me because although that is a commercial - a commerical that dudes will refer to the one, you know, with the hot chick and stuff - it's not really an advertisement at all. There is no substance, no idea other than "hot chick flirting to camera." I would like to think we as an industry can do better or quite frankly we deserve to wither away slowly and painfully.
This could just as easily be an ad for haircare products, bikinis, Vegas, a new reality show, pool furniture, cell phones, ray bans and a myriad of other products. This commercial is arrogant to think that it can waste a minute and a half of someone's time on something very akin to a late night 800-number commercial.
Sorry if this comes off a little cross but this is the kind of work that infuriates me. Also sad is that this comes from a shop whose work I generally enjoy. A shop that I actually admire. But it's work that says we are phoning it in because, well, why not?
If that's something you find yourself nodding in agreement with kindly get out of this business. It doesn't need any more of this.
Also: I hopped over to the youtube page to look at the comments. If we are in the conversation business this video has some gems. Wouldn't it feel good for someone to say that the subject of your ad isn't made for commercials but rather "anal poundings"? Sounds lovely to me.
