Watching television commercials is like going on a cruise. You can be bored if you like, you can revile the repetition of it all, or you can look closely and people watch.
Me, I like to think I can look closely enough to see things people otherwise tend to overlook. I tend to not take things at face value.
And so, looking closely at some commercials makes me wonder where they get these euphoric visions of certain items the sponsors are trying to sell us. In some cases, the vision is one of extreme excitement. In some others, a feeling of exhilaration. In yet others, it might be an extreme sense of freedom.
I don’t get bored seeing these kinds of commercials. But I do get curious. And I laugh a lot. Especially when I see the kind pictured above.
At left I chose the Land Rover commercial where we see the vehicle outrunning a desert sandstorm (!), stopping to pick up a team of sailors on their way to whatever is pictured at the end of the commercial—what appears to be an America Cup racing yacht. Yeah.
Here’s a team of guys out in the…desert?…just walking around in the…desert? Huh? And all this to the tune of Strauss’ Blue Danube Waltz. Sounds completely and stupidly incongruous. After watching it several times, I still don’t get it. It makes no sense.
Next I chose the Alfa Romeo Giulia ad where the newest ugly car from Italy is being driven down a country road. Ever notice in these car ads that theirs is the only car on the road? Some of the ads for other cars show the vehicle being driven downtown in the same way—all alone. Gee. Do we consumers ever get to drive our cars in a situation like that? Of course not.
Last, I chose the Nordic Track Freestride Trainer ad. This woman is riding her new elliptical exercise machine on top of a building! Not in her apartment, not in her basement in the ‘burbs. Right up there in downtown Metropolis, above everyone else. Does this make any sense? No, of course not.
Which brings me to what goes through the minds of ad agencies when they concoct these things. Of course they’re trying to depict the car (or exercise machine) in an atmosphere of escape from the everyday humdrum of reality. To give that car a mystique that it it really doesn’t have, especially while you’re driving your new baby home from the dealer stuck in rush hour traffic.
That I get. I can even apply that kind of idiom to the Nordic Track, if I squint real hard after another gin and tonic.
But the Land Rover ad escapes any kind of lofty storyline logic. Of course, their slogan is “above and beyond”. Beyond for sure. Way out there.