From Mom's Basement

TIME SEEN: While watching the ALCS Saturday Night.
PREMISE: Two college students successfully convince another one that natural gas is, like totally, the best thing ever after their class is over.
TIME: 30 seconds
VIDEO:

This ad was conceived when a ConocoPhillips executive shouted forcefully at a director that had already delivered two not-good-enough ads: “Why can’t you make cute college girls understand that gas is good?” To which the director complained that this just wasn’t possible in a 30-second ad. The resulting commercial takes place after that director was fired, along with any spare plausibility that might have been hanging around in the corners of the ConocoPhillips office.

We can tell that this executive hasn’t been in college for the past thirty years, because if he had he would know that most college students don’t have their ideals morphed by a ten-second conversation with their peers. Where is the class? Why is this teacher still standing around awkwardly instead of telling them to get the hell out of his classroom?

Then we get to the actual message of the ad itself, which seems to boil down to the phrases “100 years,” “actually it’s cleaner,” and “it provides jobs.” 100 years really isn’t much in the long run, but I’m guessing it was used since it sounds big. I almost definitely won’t survive 100 more years. Environmentalists like the young lady in this commercial tend to take a longer-term look on things though, so 100 years probably shouldn’t mean much to her. The claim that it’s cleaner just reeks of dubiousness. I don’t know if it is true or false, mainly because they don’t pay me to research how clean gas is, but given that it was a big enough deal that they needed to make an advertisement claiming that it is, I would tend to lean towards false. Where’s the proof on that statement?

More importantly, the jobs statement is just hilarious. If an environmentalist isn’t going to be swayed by an appeal to length, she almost certainly isn’t going to be swayed by the fact that there will be more people employed by said corporation that is doing evil. Try to imagine the mental breakthrough that the commercial creator wants her to have. “Oh man, jobs! That means me and my friends can actually eat tonight! If only I get lucky enough to have one!” Jobs are apparently now just as much of a scare tactic as terrorism. The ending phrase of “I might get a job once we graduate!” only furthers that sentiment. ConocoPhillips: Let us keep digging up natural gas or you’ll have no jobs!

Speaking of: what is the deal with these floating words? “CENTURY,” “ENERGY,” “ECONOMY,” and “ENVIRON” — I assume that is supposed to say environment, but it is (likely) as off-screen as the actual environment is to a for-profit corporation. Are these name tags? Can I create my own? Because if I had one while watching this commercial, it would say “BULLSHIT.”

Finally, this:

“I know, I know, you were just being brainwashed by your fellow hippies. Let me deliver the smuggest knowing nod I can for you.”

~ by Rivers on 2011/10/17.

Posted in Uncategorized
Tags: badvertising