Smart Kids, Dumb Guys
In a recent comment, my blogging friend, thesinglecell, noted that my posts have been reflective lately, and looking back, they have. Oh, yeah, my Inner Curmudgeon has slipped in a thought or two but I haven’t let him take charge of a post lately. That’s not good for me or him. Top Sites Tuesday, the meme where we get to offer Two Thoughts on Tuesday, has been my Inner Curmudgeon’s playground so today, the keyboard is his. And, as usual, one of the things bugging us is TV commercials. Have you considered that somewhere in the country, advertising agencies are being paid millions to use Smart Kids and Dumb Guys to sell us stuff? I guarantee, I have never bought a single thing because a precocious kid or a sweaty athlete said I should. No, I’m not saying that all athletes are dumb … they’re certainly smart enough to make lots of money for starring in dumb commercials.
Let’s start with the kids. I like kids. I even like Smart Kids … I have three grand-smart-kids. But as much as a I love kids … and this is Thought Number One … I don’t understand why advertisers think my buying choices will be influenced by what the little buggers have to say about a product. A while back, Microsoft had kids showing us how easy it was to use Windows. The way I see it, if you’re computer-savy, it’s insulting that they are using kids to demonstrate Windows’ benefits … and if you’re not, well it’s probably annoying to see a bunch of kids doing what you can’t. There have been numerous commercials showing how impressed the kids are when Mom picks up Heather or Jeremy from school in her over-stuffed, gas-guzzling Behemoth SL. Laws should be changed immediately to revoke the driving privileges of anyone who chooses a vehicle based on the opinion of their kids’ friends. But the most annoying ads … at least for the moment … are AT&T’s ads populated by preciously precocious children hyping (sort of) AT&Ts products. For example, there’s this:
What the heck is that kid talking about? In case you missed it during all the terminal cuteness, this is supposed to convince you to use AT&T’s larger 4G network. It’s more likely to make me change the TV channel … or sign a petition for easier access to birth control. Not cute.
OK. Coming up with a Dumb Guy commercial wasn’t much of a challenge. Try almost any light beer commercial or Dr. Pepper’s uber-annoying Dr. Pepper Ten Not for Women commercial, which pretty much demonstrates it’s not for anyone with an IQ over Ten. I wonder if they thought of that: Dr. Pepper Ten … It’s Not for Smart People. But today’s choice is one of Old Spice’s Believe in Your Smellf commercials. Haven’t seen one? Here:
Jeez. Thank God no one’s invented Smell-o-Vision. Just so you know, my Dad used Old Spice so I already associate it with being a man … just not a dumb one. So, can you count the Dumb Guy Talking Points in this fifteen second spot? There are four: (1) Jocks can sell anything to men; (2) Making fun of self-improvement techniques (other than weight lifting) sells to men; (3) Gross is good (I assume you agree that watching a man pull a Post-It from his sweaty armpit is gross. Or is it just me?); and (4) Guys only appreciate dumb humor. Thought Number Two: I don’t know what scares me more … that the advertising world thinks we’re all Dumb Guys or that I’m mistaken and we are.
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