Now, I do consider myself to be “Ad-Proof.” I mean, advertisements have no power over me. Of this fact, I am certain. And proud. I can watch ad after ad and not be compelled to buy whatever the product is. It’s a Super Power of mine.
Here are my secrets.
(There are two, really.)
1. I don’t care.
2. I’m not paying attention.
I’m not sure which comes first. It’s a chicken or the egg thing.
The bottom line is this: I don’t need anything. I’ve already decided that before watching. New bank. New car. New detergent. New phone. New app. I don’t need these things. I’m not sure I even need the ones I have now.
I’m not rich. My home is not well-appointed. But most of what I really need, I have.
This desk. This computer. This roof. These plates. That soap. Until a couple of years ago, I had a 27″ box TV that weighed half a ton. I got it in the late 90s. I upgraded to a flat screen a couple of years ago and its much nicer. I like it a lot.
But I don’t need it.
Better? Faster? Shinier? My plastic, hand-operated toothbrush works great. I replace it as needed. I don’t need new tech in it. Bristles cut to different angles? That change color? I hear there is a blue-tooth enabled toothbrush with an app you can download that tells you how well you clean your chompers.
There’s a word for that:
At best, an ad might, emphasis on might, make me aware of some product I wasn’t aware of. Chances are it won’t. Because I can watch the same ad half a dozen times and not recall what brand it’s for, or what the product was. This is especially true of today’s ads, which like to entertain first, then inject the brand or product into your veins at the end. That actually advances my ad-proofiness. I’m already numb to the intended effect, so under-emphasizing the brand or product only makes me less inclined to go belly up to the ad.
But I might enjoy it, if it’s clever.
Which brings me to this ad. This is the most entertaining ad I’ve ever seen. Jeff Goldblum does a sort of self-deprecating imitation of Christopher Walken imitating celebrity culture, all in the guise of promoting light bulbs. It’s clever and memorable and funny, and it’s caused me to do something I would ordinarily never consider doing.
Share a link to an ad.
I bet that’s just what they wanted me to do. Because it’s also one of the longest ads I’ve seen. Clearly, these people are up to something. And perhaps they’ve won.
I’m slightly embarrassed, now that I think about it.
Perhaps I’ve been manipulated.
But I’ve already written the post.
I won’t plug the light source.
Here it is: