catapult magazine

I don’t have a remote control for my television, so I sit through the commercials. Kristin and I like to recite them to eachother (Kristin’s very good at the “Hello, I’m Carnie Wilson…” one about the benefits of “lypro-scopic gastro bypass surgery”). It’s gotten to the point now where I enjoy the commercials as much, if not more than the real shows. And I’ve developed some favorites and some not so favorites.

As far as the “not so favorites” go, I have noticed an unfortunate trend in commercials right now where the characters are able to see into the future and they foresee some crazy dangerous result and they change their minds about wanting this or that thing. BEST BUY is doing that with people who want to purchase something and then they look into the future and decide that they should get smaller speakers so they don’t break their neck at the party next weekend, for instance. I’ve seen this scenario played out in Washington Mutual ads and many beer commercials too. It’s the curse of the “maybe that wasn’t such a good idea” commercial. It just seems like a way to present a funny scenario for a product that really doesn’t lend itself to funny scenarios unless you force one on it.

Favorites: I have loved the Mittsubishi ads, the ones with the rockin’ guitar riff and dvsch-dvsch drums, where the car is seen through the windows of an office-apartment building from both the first and second floor and then up from the sewer and then from up above the skyscrapers. Those commercials aren’t being played right now, but the newest one is where the rockin’ guitar riff is interrupted by “Who lives in a pineapple under the sea? SPONGEBOB SQUARE PANTS!” I actually call Kristin into the room when that one comes on. I am also smitten with the AT&T commercials that make telephones seem like a saving grace in the midst of crazy and uncertain times. I remember being moved by one that hinted at the tragedy of 9-11. It suggested that telephones help to keep people together in a world where we are so far apart. The music was some Nick Drake-sounding thing that made me want to cry. For some reason, I didn’t feel manipulated, but was willing to agree that telephones have a moral dimension as well. A product is not just a product, but can actually be helpful to my humanity.

What are some of your “favs” and “not so favs”?

You know how some stations play vintage commercials? Some of them are really fun. Why don’t advertisers allude to old commercials more often? I saw a great car commercial from the late sixties or early seventies where people were making drum sounds on different parts of the car and singing “And the Beat Goes On” surrounded by some trippy brown and black swirl patterned set. It would be really fun if a contemporary band like The White Stripes would do the same thing with a wink and a nod to the old version But maybe people’s memories are very limited when it comes to commercials: only a small percentage of people would probably get it.

Here’s a hilarious Gap ad directed by Spike Jonze ([i:a204991507]Being John Malkovich[/i:a204991507]); unfortunately, Gap decided against running the ad widely (which might have been good for them).

I love the nutri-grain bar commercial. I think I’ll be using that in class later this year. My favorite is an ad for a California gym that features a naked guy playing basketball. Nobody wants to guard him so he runs over everybody. The catchphrase at the end says “Be comfortable in your own skin”. Brilliant ad. I’ll see if I can put it online somewhere for you guys to check out.

I love the nutri-grain bar commercial. I think I’ll be using that in class later this year. My favorite is an ad for a California gym that features a naked guy playing basketball. Nobody wants to guard him so he runs over everybody. The catchphrase at the end says “Be comfortable in your own skin”. Brilliant ad. I’ll see if I can put it online somewhere for you guys to check out.
I love the oreo cookie commercial with the old toothless guy and his toothless grandson as well.