You know what’s crazy? I’ll tell you what’s crazy™
Stupid commercials.
There are hundreds to choose from. There are commercials that go for humor but fall flat like a comedian who only tells Yo Momma Is Fat Jokes.
There are commercials that go for factual over load like you’re at home taking notes with pen and paper.
There are commercials that over dose in symbolism like drinking Budweiser is the equivalent being a real American.
There are concepts so unrelated to the product it’s like finger painting on Venus.
I could have chosen any number of fatuous, insipid ads.
But this morning; Life’s Crazy has chosen: 1800 Tequila as the stupid commercial of the day.
The spot opens with an actor sitting at a table. The actor is the Good fella from the HBO hit, the Sopranos. Perhaps that is the character he is playing as he hawks gasoline flavored liquor.
So this mobster stares at the camera, angry, brows furled, like he’s getting paid in candy corn.
He tips the bottle of liquid and a bubble rises indicating the tequila is pouring into the hollowed bottle top.
A few seconds pass, the top is full of 1800 tequila and the Gumba slams the bottle top on the table top with an air of disgust.
“1800 tequila just poured me a shot,” he says staring at the camera indignantly, defiantly.
“What can your top do?”
He looks pissed. What is motivating this thespian? Are gerbils under the table gnawing on his private parts?
He seems to exude so much disdain for me, the consumer. I don’t want to buy tequila so much as I want to grab a flame flower and set my plasma on fire.
Suddenly, as if I’m not angry enough, the announcer comes on and says “1800 tequila – change the game.”
Change the game? What game?
It’s tequila, it’s a top. The campaign? I’m not sure there is a campaign here. The ad agency that developed “what can your top do for you?” should be stripped naked and made to tap dance on an ant hill of red army ants.
The ad doesn’t focus on how good this product is, but instead, it focuses on how easily gravity empties a bottle of fire water into a hollow vessel.
Let the lines for 1800 form to the right please.
The advertising concept seems to be about ease and convenience. Tequila 1800 apparently allows you to pour a shot of liquid, ultimately consuming it, faster than its competitor.
Wonder what Mothers Against Drunk Drivers thinks about this one.
Is that really a good concept for alcohol?
Drink more liquor faster. Buy us. We’ll get the booze to your lips 2.5 seconds faster than Jose Cuervo.
Here’s an Imaginary scenario.
FADE IN
Liquor store:
“Hey Bob grab a bottle of 1800”
“I like Patron, Bill.”
“Can’t drink it as fast Bob. Get the 1800.”
“Thanks, Bill. I almost made a huge mistake.”
“That you did Bob. Good thing I was here to guide you through this important choice.”
THE END
Yes this scenario is possible but ludicrous.
Can you imagine this same campaign for other products.
“Mashed carrots because chewing is too much effort”
The next time you buy tequila, do me a favor. Take your time. Purchase a bottle that speaks to you, makes you think about a hot girl on a steamy Mexican night.
Please don’t choose your tequila based on viscosity factor and mathematical equations related to hydraulics and gravity.
Life’s Crazy™