Boo This Commercial
“Critics say Stewart benefits from a double-standard: he critiques other news shows from the safe, removed position of his ‘fake news’ desk. Stewart himself agrees…” - Wikipedia entry on Jonathan Stuart Leibowitz
Yesterday, the Wall Street Journal reported that Sprint has continued to lose long-term service subscribers, despite currently being the exclusive provider of the allegedly sought-after Palm Pre. The Journal refrained from speculation that Palm may have delayed its advertising campaign so as to maximize both the value of pre-release publicity and the proximity of such advertising to the Pre’s universal availability in the coming year. Perhaps that paper considered contentions of arguable duplicity to be more obvious than might warrant note.
What it certainly didn’t touch was the overwhelming dislikability of Palm’s television campaign, which has now begun in full force. The spate of 30-second spots (such as this and this) to which viewers have lately been subjected derives from this original minute-long monstrosity, in which a vaguely androgynous blonde woman reminiscent of an Icelandic fairy is inexplicably surrounded by dancing Shaolin warriors. (I’m not manufacturing the Shaolin bit; see here.) The successive forgo the original’s epic quality and instead settle for monotone intimations intended, one imagines, to impress by way of serenity rather than information.
As sound as the theory behind this advertising may be, it’s implementation leaves much to be desired. Perhaps the commercials’ style places their central actress into the uncanny valley, where potential empathy morphs into revulsion. She’s additionally provided no aid by scripts filled with such faux pith as might trip my reflexive distaste for the middlebrow. Regardless, we can safely assume that Palm has done itself a disservice in creating an ad that is unsettling at low speed and made borderline horrific by a simple addition.