As Christmas fast approaches and everyone heads into present-purchasing-crunch-time, we're apt to see more commercials that offer gift ideas for our friends and loved ones. These commercials run the spectrum from cheap (maybe a gift certificate to Outback Steakhouse IS what my brother has always wanted!) to the completely unreasonable (I've run out of ideas, so maybe a new Infiniti car IS something I should get for Dad).
But NONE of those commercials entertain me more than the downright absurd and inane commercials that promote perfumes and colognes during the holiday seasons. I see these commercials come on quite often during this time of year, and I watch them dumbfounded as I literally have NO IDEA what's happening in them. I always lean forward during these commercials wondering "what in the hell is happening in this scene?", "why am I in this mythical place?", and "how do I get out of this abstract world where there are dozens of Chris Pines in one place?!" And after the commercial is over, I'm still left wondering how that perfume or cologne actually SMELLS.
Now, I understand advertising, and I understand the goals of creating aspiration and desires as a selling point, above and beyond product facts and features. But I think that's what leaves me most confused about these commercials - they don't even hit aspirational on the head, they just go straight for the purely bizarre. Maybe it's a form of abstract art or expressionism, of tapping into passions and emotions and suppressed desires, that I don't fully understand. Maybe there is research showing that commercials of fantasy, surrealism, and even ancient times is what motivates perfume purchases that I'm not privy to. But honestly, it just leaves me feeling a bit uneasy, a bit uncomfortable, not interested in buying those perfumes or colognes, wondering how much money was spent on these damn commercials, and just generally thinking WTF?! But that's just my 2 cents (and I'd love to hear from anyone in the biz who has worked on these commercials to shed light on the strategy behind them).
Here's a sample of some of the ones I find most bizarre for your viewing pleasure, along with my 2 cents on why I find them absurd.
Why in the world is she climbing up a sheet, and are we supposed to believe that she really has the arm strength to do that? Why did she break her nice necklace?? And WHERE IS SHE when she comes out of the top?? IT DOESN'T MAKE ANY SENSE - the future is gold? WHAT?!
Hey, look, it's Chris Pine! And he's THERE too! Wait...and there...and there...and...WHY IS EVERYONE CHRIS PINE!! What is this Malkovich?? And the line "I thought I lost you?" - what does THAT have to do with anything??? Just drive me out here Chris Pine.
For both the Versace EROS commercial and the Invictus by whomever commercial below, the only thing I can possibly say when I watch these is...WHAT?!!
Okay, Julia Roberts looks great in this, but that doesn't excuse the absurdity here. First off, who in the hell uses the word "diktats", and what does that and conventions have to do with the scene she's in, which is clearly a PARTY. And what is this storyline??? Suddenly she realizes everyone is a puppet controlled by diamonds strings (side note: sign me up for THAT) and she simply just breaks them and walks up the stairs smiling. HUH?! What's happening here!!!???
But NONE of those commercials entertain me more than the downright absurd and inane commercials that promote perfumes and colognes during the holiday seasons. I see these commercials come on quite often during this time of year, and I watch them dumbfounded as I literally have NO IDEA what's happening in them. I always lean forward during these commercials wondering "what in the hell is happening in this scene?", "why am I in this mythical place?", and "how do I get out of this abstract world where there are dozens of Chris Pines in one place?!" And after the commercial is over, I'm still left wondering how that perfume or cologne actually SMELLS.
Now, I understand advertising, and I understand the goals of creating aspiration and desires as a selling point, above and beyond product facts and features. But I think that's what leaves me most confused about these commercials - they don't even hit aspirational on the head, they just go straight for the purely bizarre. Maybe it's a form of abstract art or expressionism, of tapping into passions and emotions and suppressed desires, that I don't fully understand. Maybe there is research showing that commercials of fantasy, surrealism, and even ancient times is what motivates perfume purchases that I'm not privy to. But honestly, it just leaves me feeling a bit uneasy, a bit uncomfortable, not interested in buying those perfumes or colognes, wondering how much money was spent on these damn commercials, and just generally thinking WTF?! But that's just my 2 cents (and I'd love to hear from anyone in the biz who has worked on these commercials to shed light on the strategy behind them).
Here's a sample of some of the ones I find most bizarre for your viewing pleasure, along with my 2 cents on why I find them absurd.
Why in the world is she climbing up a sheet, and are we supposed to believe that she really has the arm strength to do that? Why did she break her nice necklace?? And WHERE IS SHE when she comes out of the top?? IT DOESN'T MAKE ANY SENSE - the future is gold? WHAT?!
Hey, look, it's Chris Pine! And he's THERE too! Wait...and there...and there...and...WHY IS EVERYONE CHRIS PINE!! What is this Malkovich?? And the line "I thought I lost you?" - what does THAT have to do with anything??? Just drive me out here Chris Pine.
For both the Versace EROS commercial and the Invictus by whomever commercial below, the only thing I can possibly say when I watch these is...WHAT?!!
Okay, Julia Roberts looks great in this, but that doesn't excuse the absurdity here. First off, who in the hell uses the word "diktats", and what does that and conventions have to do with the scene she's in, which is clearly a PARTY. And what is this storyline??? Suddenly she realizes everyone is a puppet controlled by diamonds strings (side note: sign me up for THAT) and she simply just breaks them and walks up the stairs smiling. HUH?! What's happening here!!!???
