While watching football games and the World Series this month, I noticed several ham-handed television advertisements that seemed to be pitched to a fairly stupid audience.
The ads promote a television service, DIRECTV, contrasting it with cable television. There is discussion about DIRECTV's attributes contrasted with cable's supposed limitations, which is good as far as it goes, assuming it's all true.
But the real message seems more like a pitch to join the cool-kid clique at a high school. Speaking for DIRECTV is spokes-actor Rob Lowe, a handsome, polished guy who has a great house and parties with a group of hip, beautiful friends.
Contrasting Mr. Lowe is another man named Rob Lowe (that's not his name; he's an actor) who is ugly, ungainly and creepy. He of course is a cable customer. He is a loser.
What do you want to be -- a cool guy or a loser?
I'm sure the DIRECTV people think this is a humorous way to promote their product, but the commercials lay it on thick, really thick, encouraging viewers to laugh at strange people and, also, to prove they are cool like Rob Lowe by buying a particular television connection service.
If this campaign works and sells lots of DIRECTV subscriptions, I don't think it will reflect well on television viewers generally.
I pulled a couple of the ads off YouTube and posted them below. You probably don't want to see them again, but if you do, this is your chance.
With any luck, this promotion will be over soon. Then we can go back to commercials featuring average guys who are clueless schlubs and who are constantly overmatched by smart women who make the right purchasing decisions.
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