Most people in the communications business try their best, but sometimes things just get out of hand. Scott G takes a look at some eyebrow-raising news involving fast food that makes you want to fast, and an auto maker invoking a name from days of the Third Reich.
Comedy programs have always created parodies of commercials, but now there is something new in the media mix: caricature ads running as part of normal commercial breaks.
It is a brilliant concept, and very entertaining. Yet it is quite subversive, because if viewers are not certain whether they are watching a real ad or a spoof, then our work as marketers is made that much more difficult.
Still, I got a smile or a smirk from the following hilarious send-ups of typical bonehead marketing:
* A phony commercial for an automobile called the “Chevrolet Impala SS.” Yes, I know that Chevy thinks SS stands for Super Sport, but, well, this is Spectacularly Stupid. While they’re a little late in capitalizing on Mel Brooks’ “Springtime for Hitler,” this is still quite humorous. The tone of the spoof is relentlessly upbeat as they pound home the name of the model. I was not up on my Nazi history, but a quick use of Google took me to info about the Schutzstaffel (SS) module of the Third Reich, headed by Heinrich Himmler from 1929 to 1945, with all their personnel selected on strict ideological and racial lines. Suggested follow-up: the Ann Coulter Edition, or possibly Model 666.
* A disgusting lampoon of fast-food overindulgence, this for an obviously ridiculous “vat o’ lard” type of product from KFC. In this frightening thirty-second send-up, we see gobs of mashed potatoes plopped into a tub. Corn is slathered on the mashed taters, followed by extra-fatty fried chicken parts and evil sludge, er, gravy. The whole artery-clogging concoction is topped with a medley of processed cheese. The photography is wonderfully dim, just like actual KFC commercials.
* Another purge-inducing satire currently on the airwaves is for Dairy Queen. They mix live-action shots of deliciously stupid “real people” and costumed slimy monsters, intercut with shocking close-ups of what appears to be vomit, which they call the Monster Cookie Blizzard. If this doesn’t get your gag-reflex working overtime, nothing else will.
REALITY INTRUDES
Oops. I have just been informed that all three of these are real commercials.
About The Author / Editor:
Scott G owns G-Man Marketing in Los Angeles (gmanmarketing.com), where he consults on marketing and sonic branding, creates cross-media advertising campaigns (print, broadcast, Net), produces radio commercials, and composes music and aural IDs for radio and TV spots. He's also partner in Golosio Publishing (songsandsoundtracks.com). © Scott G. (Note: The opinions expressed by The G-Man do not necessarily reflect the opinions or policies of this site or its publisher.)» Learn More About Scott G
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I liked your new article .. we\’re obviously bugged by same things.
The first time I saw the KFC ad I thought it was going to be one of those cool Geico fake ads (the tiny house is on my list of the best of 2005 tv commercials), or a cockroach crawling on the screen for Orkin…. since it was too much of a Homer Simpson \”stick of butter wrapped in bacon, fried then covered in cheese\” moment.
I laughed out loud with a \”you have got to be freaking kidding me…\” and kept shaking my head at the joyous announcer voice … sheesh. I know I get excited by pouring gravy on sweet sweet (oooh so sweet) corn, covering it in animal fat and white flour, then putting a bunch of cheese on it.
I guess this is \”opposite marketing\” while McDonalds, Wendy\’s and others \”get healthy\” with some small amount of social responsiblity, KFC decides we need more fat, salt and grease …. mmmmm… mmmm… mmmmm… mmmm… mmmmmm…. tasty!
Maybe the \”super size\” version will add crisp golden mouth watering french fries poked into the top, then a bonus ladle of chili!
Oh wait … aren\’t they owned by Pepsi? Maybe this is their way of getting back at the health-conscious conservatives for taking soda machines out of schools. Making more sense to me now.
Have you had your sweet sweet (ooooh so sweet) golden corn today?
Comment by Administrator — Wed, 21 Jun 2006 @ 01:33:35 -0700 PDT
Oh… and speaking of the Chevy \”SS\” … Hitler, etc.
The Virginia.edu website came up with a quiz to see if you can attribute a quote to Hitler or Coulter:
The Hitler vs. Coulter Quiz
http://www.people.virginia.edu/~jac3he/GiveUpQuiz/hitlercoulterquiz.html .
Hilarious \\\”give up\\\” red vs. blue state graphic at top right if you allow page to load
Chris
Comment by Administrator — Wed, 21 Jun 2006 @ 22:48:57 -0700 PDT