Saturday, September 4, 2010
From the people who brought us Sarah Palin
There is just so much to love here, staring from the opening bell. The narrator tells us that his name is Jason, that he lives in Fairbanks, Alaska- a bleak, dark, lifeless tundra bathed in a gloomy twilight- and then gives us the hilarious line "you don't come here to stay indoors." Say no more, Jason! I mean, the pictures tell it all- when I see endless fields of ice barely illuminated by a weak sun and imagine subzero temps, the first thing that I think is "Wow, I'm heading outside!"
"There's snow machining...sit on your buttcheeks (I'm pretty sure this is what he says) ice-fishing....." let me finish your thought for you, Jason. "There's drinking, there's bowling, there's hockey, there's drinking, there's......ice fishing. Drinking. Bowling. Did I mention drinking?"
There's also watching the Travel Channel, and pretending you live somewhere, anywhere else....
And then we get to Jason's "passion," Curling, and the point of this overlong ad. Jason tells us that he's suffered from heartburn in the past, which prevented him from "concentrating" on "the task at hand"- at this point, forgive me for mistaking this commercial for an Onion News Parody the first time I saw it. "The Task At Hand?" It involves doing something on a slab of ice. Just like everything else one does in Fairbanks, Alaska, I suppose, including ice fishing, drinking, hockey, drinking....
It's Day Seven of Jason's new life on Prilosec OTC. Unfortunately for him, it's Day God Knows How Many But It Feels Like Eternity of Jason's old life in Fairbanks, Alaska, a place one does not go unless one wants to be outside, for obvious reasons I don't feel the need to repeat here.
One more point I'd like to make about this ad- I'm always impressed at the ability of agencies to convince clients to spend money traveling to out of the way places to film a commercial which could just as easily been thrown together using people living right down the street from the studio. How did these guys sell Prilosec on the idea of flying a camera crew to Fairbanks, Alaska? That being asked, why Fairbanks, Alaska? Is there something about the cold and dark that aggravates heart burn symptoms?
If not, why didn't the agency scour the letters for a heartburn sufferer from Jamaica, or Paris, or Australia, or some other cool place that one might spend a few days? You know, someplace not populated by bored out of their minds overweight dopes who are trying to convince themselves that they like the cold and dark and that Curling is a "task" that needs to be performed well, or is worth performing at all?