Wednesday, December 22, 2010


No matter how hard we try to avoid them, there is no real escape. And since we watch them anyway, commercials should at least be fun and entertaining, regardless of their effectiveness (I leave that to the advertising experts).

I know what you,'re thinking: 'She is bored at home, watches tons of TV and then blogs about commercials'. But this is very far from the truth as I don't turn on the TV during the day, at all. I swear I haven't watched any soap, morning program, talk show or the like since I broke my ankle. I planned this post before my injury, believe it or not.

So now that we've made that clear, what makes a good commercial and what makes a lousy one? The Design Center commercial is definitely an annoying one, selling the false idea of buying all your new furniture in one place, including a new partner (pseudo-celeb Aki Avni in a ridiculous grandpa hat). Now what are they trying to imply here? That a partner is like a piece of furniture? That instead of bothering with dating sites, blind dates and the like, single women should simply go shopping in the Design Center for their Romeo (who comes in the form of an accessory to the expensive brands sold there)? Now here is the truth, girls: hunks are not design-center dwellers. All you'll find there are other desperate single women (dreaming about Aki-like boyfriends), some husbands dragged there by their wives and maybe some design-conscious gay men, along with plenty of opportunities to use your credit card. Talking about truth in advertising...

On the other hand, I find the HOT cable TV commercial absolutely charming. Despite being built on the concept of a series I haven't watched, the message is clear even without that background. In a few short seconds you find yourself in a traditional Georgian family atmosphere, cleverly built with elements such as the wallpaper in the bathroom, the nameplate on the front door and the enormous quantity of food. They talk about commitment (a nowadays archaic value) and give a brilliant punchline complete with charming syntax mistakes. The message is both clear and positive: real relationships are built on commitment, while a HOT cable TV agreement is commitment-free. Well done!

I'm not sure I'll replace my satellite TV (with commitment till 2014!) with cable, but I might consider it.

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