I really hate television commercials.
That’s just one of the reasons I don’t watch much TV. Unfortunately, every now and then I’ll be watching a movie and one of those beasts will interrupt my viewing. Here are a few for which I hold particular disdain:
Another is for some kind of automobile cleaning product. The tagline says it all:
“Restore your car, restore your pride.”
Wow. Maybe that’s the guy with the bathroom cleaning job.
It was a year or so ago but, in one BMW commercial, a purchaser of a used BMW declares the day of his purchase to be the “best day of my life.” His wife and child stand by in amazement. So do I. What odds do you give that marriage? That kid? There’s a reason the old joke comparing BMW’s and porcupines is so funny.
I learn a lot from watching commercials, though. For instance, if a classic movie shot appears in a commercial, it has officially left the realm of tired cliche and entered the Vapid Zone. It should never be touched again. Example: Some superhero or wannabe falls into a three point crouch, usually shattering the ground beneath. It was cool in “The Matrix”, still mildly fun in “Iron Man”, but commercials have been using it for a while now. Yet movies still lean on that hack. Retire the insipidity.
Here’s another lesson I learned: Remember Veruca Salt in the “Willy Wonka and the Chocolate Factory” movie? The diminutive actress who portrayed her performed one of the great musical numbers in film history: “I Want It Now”. In case it wasn’t obvious enough from the Oompa Loompa’s song (“Who is to blame when a child is a brat?”), she was a bad girl. She was selfish. The lesson was to not be like her.
So when did “I Want It Now” become a good thing? No less than two commercials – for beer and a cell service, there could be many more; I don’t get a very wide sampling – use the chant as exemplary. Yes, American marketing tells us, we should all strive to be little Verucas, sulking and screaming and throwing tantrums if we don’t get what we want NOW.
Encouraging lesson: My era’s music still rules the airwaves. As much as I hate to have my musical heroes sell out, it’s great to hear their tunes in surprising places, such as commercials for Lay’s (Bread), Stop & Shop (Three Dog Night), video games (The Turtles), as well as many others. Either those groups are timeless or all these commercials are made by geezers like me. I’m guessing the former.
Finally, it occurs to me that advertisers are consistently telling us that their customers, both current and prospective, are jerks with warped priorities, q.v. aforementioned Beemer drivel. Think about it next time you’re viewing advertising. It’s always wise to watch commercials with a discerning mind. One good practice is to think critically and ask yourself: “Do I wanna be lumped in with those creeps?”
I vote “no”.