Photo by hue12 photography on Unsplash
I understand coming up with a good commercial can be a difficult task. You have 30 seconds at the most to introduce your product/service, explain what it does, and convince an audience, who is already annoyed that their regularly scheduled programming has been interrupted, to buy said product/service. But that’s what people get paid big bucks for. To sell products through advertisement, despite the challenges. And over the years, we’ve actually been blessed with some Christmas classics. Remember the M&M guys?
And what about the Coca-Cola polar bears? Another use of cutting edge technology (well, for its time…) to push a beloved American product.
Both are simple and heartwarming, and in the case of the M&M’s, humorous. At the time they came out, they were recognizable, leaving a lasting impression for years to come. And I’m not a market researcher or anything, but I’m guessing they sold a few products as a result.
So, what does 2019 bring? Surely, an uptick in quality. And with so many good examples, with such a solidified formula for success, you should at least be average, right?
It’s like in 2019, they decided to ignore the most basic concept of marketing: determine who your target audience is, or “who is most likely to buy this product,” and build your commercial around that. I mean, it doesn’t take an advanced physics degree to figure that one out. Take this old 90’s commercial for the board game “Crossfire” for instance:
Clearly it’s a game that appeals to young boys, and the commercial takes advantage of the fact. Two kids, or two “cool kids” clad in leather jackets float on hover boards while gearing up for an epic battle. Yes, it’s corny, but as a 7-year-old kid, it was intense. It was radical It had rockin’ theme song, and upon seeing it, the words that came out of my mouth were, “…I want that.”
In other words, it did its job. It worked.
Or how about another golden rule: don’t piss off the people who might buy your product!
None of which apply to the following…
Exhibit A: Mercedes-Benz.
Here we have a kid who catches Chris Cringle in the act of leaving his presents under the tree. Now, what would your average, modest kid do if he saw Santa? “Oh Santa, I’m your biggest fan! Thank you so much for all the presents. You’re the best!”
What does this kid do? This little A-hole decides he’s going to blackmail Santa into giving away his “sled,” aka a new Mercedes-Benz Coup.
For starters, kids may think they’re smart, but they aren’t. Sorry, but they haven’t had a job, paid taxes, been dumped by a babe, or learned any of those “life lessons.” But let’s play along and assume he really did think this was a good idea. “So, let me get this straight. Here’s a guy who flies around, breaks into people’s houses and leaves presents for me every year. And you’re going to screw with him and prevent all the other kids from getting gifts, because you’re a selfish turd? You really think that’s a good idea? Gee, that’ll sure keep you off the naughty list for life!”
Actually, it sort of reminds me of a certain scene from a certain super hero movie…
Think, Timmy. Think.
And to make matters worse, Santa totally capitulates! Like, really? Santa Claus, a man with mythical powers, who has somehow figured out how to get to every child’s house in the world in one night, gets outsmarted by this twerp? What an insult to our intelligence! I don’t care how jolly Santa is, he’s still a man–a bad ass mother who don’t take crap from nobody!
But really, what adult in their right mind would take crap from a chubby bastard like that! In fact, this is a more accurate version of how Santa would react:
“Listen you little shit. You best delete that picture and crawl your ass into bed before Old Saint Nick becomes a lot less jolly shoves a pound of coal up your ass!” Or better yet, he’ll go all Pulp Fiction on his medieval ass. “What does Santa look like? Does Santa look like a bitch? Answer me! Say what… Say what one more time! I dare ya!”
Hmm, that’s actually not a bad parody… something that would make people laugh, something that might actually get people to buy your product. Maybe, if I were Saturday Night Live, or better yet, a competing car company, I’d take advantage of the situation, just maybe…
And what the hell is a kid going to do with a car? Not that Mercedes doesn’t make nice vehicles, and as the owner of a Mercedes-Benz, I can attest to its quality, but what the hell good does getting a present you can’t use do? So, congratulations kid, you just got daddy a new car in which he’ll get hammered and drive to see his mistress before crashing into the median and getting slapped with a DUI, further tearing the family apart. A bit harsh, you say? Apparently, selfishness and screwing people over are values practiced in that household!
And does this commercial appeal to adults? You know, the demographic that might actually be able to afford a Mercedes? No. This is a kid’s commercial, and I’m not anymore convinced that I should be buying a Mercedes over another car after watching this garbage.
Sorry Mercedes, but you really missed the mark on this one.
Exhibit B: The girl with the Microsoft Surface
It starts out innocent enough, thinking there will be a sweet ending with this cute little girl. Then, she makes contact with the reindeer, using the tablet to communicate. Quite a touching scene. “Boy, you can’t really go wrong from there.”
Suddenly, she turns into a treacherous little snoot and starts barking out orders. “How do you guys fly!? What does Santa do in the summer?! Tell me! I demand answers!” Like, buzz off you little snot! And calm your ass down. Santa’s reindeer don’t have to put up with that crap! Man, if my mom would’ve ever heard me talk to others with that type of attitude, you’d bet your ass it’d be a date with the spanking stick! For good reason too! The lack of disrespect in these kids today just blows my mind! And no sense of patience either. Just terrible!
Lucky for us, they cut the commercial right then and there, cause the next words out of the reindeer’s mouth would be, “I don’t have time for this shit,” seconds before they proceed to goring her for being such a brat.
The sad part is, this commercial had potential, by relaying the power that the Microsoft Surface has. Unfortunately, you’re left with a bad taste in your mouth. And to think I was about ready to make the shift back to Microsoft after years of being an Apple man. Like, seriously, can I get a #SMDH up in here?
Exhibit C: The Snow Brawl.
Now, as a kid, I would love this commercial, a snowball fight full of unpredictable action and excitement. It sparks the child’s imagination and gets them hyped for an epic showdown of their own! Pretty much a mini Michael Bay movie.
Only problem is, it’s not a kid’s commercial!
Now, this isn’t a terrible by any stretch, for I can watch this as an adult and understand the filming capabilities of the iPhone. And it’s definitely well shot, but again, to reiterate the point, they could’ve done better at defining their target audience to sell more of their product, the most important job of any commercial.
On top of that, if you’re a parent who’s going to buy their kid a brand new iPhone 11, you may want to rethink your parenting strategy.
Now, normally, I would see commercials like this, and say “well, that’s dumb,” and move on with my life. No need to get worked up over things I can’t control. But then came the outrage…
Exhibit D: The “infamous” Peloton commercial.
A kid leads her mom down the stairs for a special Christmas reveal. “Look mommy, me and daddy got you a Peloton for Christmas!” She’s blown away, for that’s quite the gift. She then begins her first workout a bit nervous, for if you’ve ever started your first anything that involves working out, spinning class, yoga, jiu jitsu, etc., the first time can be a little intimidating. But then she does it, and is comfortable with it, keeps doing it, see’s results, meets her goals, and in the end, her and the husband are reflecting on the couch, watching her videos and reflecting on the work she’s done. And guess what, they are pleased.
Now, this won’t be a commercial we remember for the ages, but at least Peloton did their homework on this one. They found a target demographic, adults who have families and busy schedules who are looking for a convenient way to get a good workout in. And low and behold, here is a device that allows you to have a workout class in the comfort of your own home at a time that’s convenient for them, without the need to travel back and forth to the studio.
In summary, they found a target audience and marketed to them accordingly. Congratulations Peloton, a solid B effort.
But guess what? People seemed to lose their freaking minds! “I can’t believe the husband is forcing his already rail thin wife to work out!” or “This commercial is fat shaming!” or “Look at how miserable she is that she has to exercise,” was just a glimpse of the commentary. And this isn’t an exaggeration. Story after story has popped up all over my social media, the mob taking over to shame this abominable commercial out of existence! IT MUST BE DESTROYED!!!
Why, just a quick search for “Peloton” on the web yielded the following results:
So, this is the commercial America is getting worked up over? A husband buying a workout machine for his wife? Not the fact that we have commercials encouraging kids to act like brats, which actually may have negative behavior effects? What the hell is going on out here?
Is it that inconceivable that there are women out there who actually want to work out, enjoy working out, and would love to have something like a Peloton? Heck, my sister, a very successful working mother has a Peloton, and although I didn’t ask her why, I think it’s safe to assume that one of the reasons is that she values being in shape.
And is it out of the realm of possibilities that spouses communicate with each other in a loving, positive way to encourage each other to workout? My wife and I certainly do, and guess what? We also talk about our fitness goals. Why? Not only do I want to look good for her because I love her and she doesn’t deserve somebody who looks like a slob, but also because I want to make sure I stay healthy for the years to come (And for those of you who are thinking, “what about all those McRibs you eat,” trust me, I run extra hard to make sure to factor those in). And maybe she feels the same. And maybe, just maybe, this couple in the commercial had a conversation that went along the lines of, “You know, I want to work out more, but it is difficult with the kids, work, traffic and all. Having something like a Peloton would help me get back to the shape I’d like to be.”
Whoa! What a concept!
And kudos to a man who buys a Peloton for his wife because she wants to work out more. Cause those things ain’t cheap!
And look, in some ways I get it. You don’t work out, you don’t have a family, or maybe you have the time to go to the gym on a regular basis. No harm, no foul, this commercial simply doesn’t appeal to you. So, what’s the next logical step? Say, “ok, looks like I don’t need to buy a Peloton,” and then… then… get this. You move on with your life.
But for some reason, people have the need to go out and berate the company with the goal of total destruction. We have to assume that this guy is a total jackhole of a husband who demands his wife slave away on the Peloton for the sole purpose of looking sexy for him! We have to get outraged to the point where we create several news stories about it! Like, really? Are people’s lives’ that miserable that they need to take that misery out on others?
This is why we can’t have nice things! We get all pissed off about a guy buying his wife a Peloton, so we get crap commercials like the little punk blackmailing Santa. We have to put up with bratty snoots talking down to Santa’s reindeer.
Oh, and guess what? If all that wasn’t bad enough, we have another terrible Star Wars movie coming out! Remember what happened last time (Disney has officially ruined Star Wars)? I can only imagine how bad this one’s going to be. WHY MUST YOU TAKE EVERYTHING THAT IS SACRED TO US AND CRAP ALL OVER IT JAR JAR ABRAMS? ESPECIALLY ON CHRISTMAS!? ESPECIALLY WHEN–
You know what, screw this. Christmas is cancelled! Good ol’ Grizzly Chadams ruined Chirstmas, again!
I’m going back to Thanksgiving for my beans. My greens. Potato. Tomato. Back to a time when the world was at peace, if only for a moment. Where we didn’t have to put up with any of this crap!
YOU NAME IT!!!