Adverts. Commercials, whatever. On your TV.
They can be Ice Cream, they can be Black Dog.
(I'm not going to get all weepy over capitalist agendas or the like. I'm not going to deny I am a consumer.)
They have so much potential. In some ways it's the most popular medium for the unconventional. Feature films, pop-music, books, they all can be strange and successful, but I think adverts do more by way of the unexpected. There's less of a governing formula for the commercial. There are some, many really, that are so flat and routine and I can't see how they are any kind of success. But others break through.
There are music videos as well. I guess. Here is the organic process of my writing. My ideas are stillborn as soon as I start typing.
That said, music videos are adverts for the artist, the product. They're called 'promos'. They promote. So I'm not so wrong.
However I'm not here to get all nostalgic for the great campaigns that I've seen in the past. There are too many. Some have become pop-culture. Ferrero Roche. 'You know when you've been Tango'd.' The man from Del Monte, etc.
Last night I saw one in the cinema that I liked. Fairly simple: a man with a door-handle makes his way through various landscapes, placing the handle on thin air and opening a portal to somewhere new. It was quite serene, pretty, and was a situation that probably wouldn't occur in any mainstream medium ie. unexplained magic. The commercial ends with his using the handle to get into a car.
I'm not saying that was a great advert. Once he got to the car, I felt let down, I lost interest, and so can't tell you which make or model the advert was for. So it's a failure.
But the first minute or so of exposition-free, ambient adventure I liked enough to want to write about what can be an inventive short-film medium.
Other recent campaigns I've enjoyed include the Ben Affleck/Lynx Click commercial, the one for Honda that has the moustachio'd man singing The Impossible Dream by Andy Willaims as he drives speed boats and motorcars, and one for Becks (?) that has marionette, stop-motion, cel-animation and live-action versions of the same character, doing a little dance together. All distinct, all neat in some way. I'm a sucker for that last one. I wouldn't let being stabbed in the mouth distract me from watching it.
Last night I also saw my newest advert enemy. Some commitee's wank to sell Oystercard/London Buses, Trains, Tube, to increase awareness of their monopoly. (I suppose you could get a cab, but then you'd get raped. No, it's true. I saw it in an advert.) It tells in frantic fashion how a trendy, energetic young buck stomps around the capital doing all this great, fun, interesting stuff. His gobby narration accompanies throughout, somewhere between football commentary and a rap. That 'somewhere' being a field of shit.
I don't believe for a second this prick exists. Nobody lives like this in London. I hate outright any advert that implies the lifestyle young people are supposed to have. I don't want to be these people. I don't want to use my hair gel to re-shape my hair four into different styles a day, all bad.
You look no better than I did when I was that fuzzy tramp, except you're making an effort to do so.
Uh, and popular consensus among magazine-reading women is that you look hot if you look like human foam from Hollyoaks.
The picture on the monitor is going fuzzy and the cactus near me are shrivelling up. A stack of blank Cds next to me have started to melt. I must be ranting.
Think happy thoughts. Think you and Evangeline Lilly on a tropical island.
So. Yes. There's adverts that I hate. That I would fight my way out of The Playboy Mansion to escape.
A lot of these adverts include the phrase 'Then have a laugh with your mobile phone!' and '...is not endorsed by any celebrity.'
You know I'm no more bored with my mobile phone than I am with my can-opener. When I'm not using it, I can't say I look or think about it all that much.
What I do like about my can-opener, however is that when I clamp it on to a tin it plays a little sample of glass breaking, Phil Daniels shouting 'Oi!' and then it pipes out a polyphonic version of the first four bars of Parklife. It's proper funny mate.
There's also adverts that I'm not fussed about, they come on and neither thrill nor disgust. Adverts for Muller products, or anything involving babies. They aren't aimed at me, nothing misleads me into watching.
But then there are adverts that, well, I don't fully know what was meant by them. They have a detail, a kink that sometimes has me talking to the TV. 'What was that about? Why did, Whuh?'
Here's an example. Cheese String, a sort of imitation cheese in a plastic tube, that can be torn into strips if you choose to eat it (the cheese, not the plastic. Tho' telling the difference is a task), ran an advert recently that went sort of like this:
A schoolboy walks along a hallway, in his school, eating a Cheese String snack. He's stopped by one of his teachers who asks 'What is that?' We then get a series of sped up clips showing the manufacture and distribution of the Cheese String product. Cows, farming, milk, factories, vats, delivery, shop-shelves etc. After seeing all this the child then shrugs, says 'It's just cheese.' and walks off with a knowing smirk on his face.
But what is that all about? What was the clip of all the farming and shit for? Does the boy always think like that? 'How did you get to School today Steven?' Cue him cocking his head and recalling in detail how his car was built, how his father was raised, how petrol was extracted. 'Who would win in a fight between Jason Statham and Matt Damon?' 'What killed off the dinosaurs?' Perhaps kids come running up to him with potentially traumatising traps - 'What face does your dad pull when he comes?' No, no noooooo.
Maybe, like Christopher Walken in the Dead Zone he can see into the life of the thing he touches. In this case it's not people but processed food. Let's see the nightmare that would accompany him eating a Chicken McNugget.
But still, excusing the educational film that flickers in his brain, why is the answer 'It's just cheese.' seemingly getting one up over the teacher?
"I'm on to you Steven, you think you can keep flaunting these loopholes in the School Rules..."
"You show me where it says 'No cheese in the hall', sir, and I'll put this straight in the bin."
"I'm wise to your game Steven, you can't keep it up forever. And when you slip up, I'm going to be there. Just you wait and see."
"Oh yeah. Tell me where it says 'Don't crap in a Bible', too while you're at it. Why don't you think about that when I beat the rap."
Or maybe the teacher is just relieved that it isn't a knife.
I might not have mentioned this advert on it's own, if, in the same adbreak I hadn't also watched this one:
A woman, from Vanish has come to a circus to demonstrate a detergent's ability to clean clothes. The circus' resident wash-woman talks about the grime and grease and make-up that gets on the costumes she has to wash. The woman from Vanish looks at a clown, whose outfit is being used as an example of what the wash-woman cleans. She then slops baked-beans and gravy (staple diet of clowns. Beans with Gravy is widely accepted as the funny-man's food. Dylan Moran eats that and nothing else. Can cause spasms in the arms and hands, hence the stain problems.) all over the front of the clown. In a close up, the wash-woman grumbles 'Thanks a lot.' in a sarcastic and slightly cross manner.
Why does she say this? Has no-one explained to her what the Vanish woman is there to do? Couldn't she maybe work it out from the vats of hot water and packets of detergent to hand?
Does she think this woman has come here to tip plates of sauce over a clown just to upset her. To make her job harder? She is laundry woman for a fun fair, mind you, she may well be mentally deficient.
If so, mumbling 'Thanks a lot.' is a pretty pathetic response. Someone came to your place of work, and filmed themselves needlessly flinging KFC side-orders at things you have to clean daily, and your protest amounts to that?
There's blood coming out my nose, a black stain of increasing size is appearing on the wall in front of me, the windows are shaking.
Shhhhh. Just you and Evangeline. She's made you a hat out of palm leaves. Shhhhh.
So, anyway the clothes get cleaned, then compared to another brand's efforts, Vanish wins, the women are happy.
But it depresses me, it really does. Black Dog put that detail in there.
Thanks a lot.
But on the side of Ice Cream is the song 'Love Potion No.9' by The Clovers. It came on my iPod on my ay home and it's such a perfect little pop song. It has it's hook, it tells a funny, cool little story, has a sax solo, and clocks in at under two minutes long. There's so many good songs from this era. 'Runaway' by Del Shannon being potentially the best.
A while back ITV used to run a music video show called simply 'The Chart Show.' During videos, whenever there was any extended instrumental bit - a solo, or just the verse played with no vocals - facts about the band would appear in text on the screen.
As a kid I used to think the whole convention of the solo was so that the facts could appear during The Chart Show. Everyone from Mel and Kim to Aha wrote their songs to suit this format. That's what I thought.
This Blog takes up way too much of my time. But it's a fad. It won't last.
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