I'd buy this car right now if it meant I got to hang out with these dudes. (Kia Post Part 2)

(This post is two days late using my self created deadline, so apologies if anyone was waiting with bated breath for this.)

Kia's Superbowl ad, as I began discussing before, kept their fun goofy company image they have had since before their cars were worth buying, but now got to pair it with a product that is actually nice looking.



I won't spend too much time gushing over how simultaneously cute and awesome I find this ad, since as I stated in the first post I'm biased towards Kia ads. That said, here is some gushing: The set of five toys is pretty genius. We have characters who all look really cool but all realistically could be children's toys. Also they are all maximally awesome, I mean look at this handsome group:



Just try and tell me you wouldn't want to roll with these guys. I think that's the underlying thing that makes this ad so effective. The Honda Element ads when that car first debuted, showed cool guys in their mid-twenties skiing and hanging out in a hot tub, and they seemed forced as they tried and failed miserably to be hip and edgy. Actually come to think of it the microwave on wheels look the car itself sported pretty much gave of the same "failing so hard at being cool" vibe, so at least the ads were honest.

Thinking back on it, those lousy Honda Element ads actually initially aired during that ill fated NBC weekend update special that aired opposite the Superbowl Halftime show in the early 2000's, so those 15 minutes were pretty much a cornucopia of companies failing to capture the attention the youth of America.

So Kia takes basically the same concept as a bad seven year old Honda ad of a bunch of cool guys hanging out subverts it by making the guys a robot a weird knobby thing, two stuffed animals, and some kind of ball of hair wearing a hat. It goes from being the fake hipness of the old honda ads to awesome silliness that actually succeeds in being cool by being so ridiculous.

A sock monkey getting a "tattoo" stitched on, and doing a 1080 on a jet ski are images that will just inherently make anyone happy. If the Grinch has seen this ad at some point before the events of How the Grinch Stole Christmas, his heart would have grown 5 sizes on the spot and Seuss's book would have been about a green jolly creature who came down from the mountains one year and has been helping the Whos decorate and cook roast beast ever since.

Another short image that ads to the equation wherein this commercial equals awesome cubed, is the one of that little hairball thing rolling around in the snow. I love how that thing has no face but is has a hat and a stylish little stripped shirt. I love how its trying to make a snow angel but can't very well because nothing it has really counts as limbs. I want to hang out with that thing immediately. (3 second video below just of that part of the commercial.)




In a final only vaguely related point, the Kia's offical Kia Sorento channel on youtube (yes such a thing exists, it only contains this advertisement and two teasers promoting this commercial) doesn't use the word "Super Bowl" anywhere except in the search tags. I thought this was weird and it caused me to remember that a local radio station in DC when I was in high school was giving away Super Bowl tickets and making a big joke out of the fact that they kept getting cease and desist orders and treats of lawsuits from the NFL for saying the word "Super Bowl" on air.

I kinda just thought this was a joke at the time, since the station (DC101) had a history of morning show hosts who get sued or get FCC fines, but after doing exhaustive research by clicking a link in the Super Bowl's wiki article I discovered that the NFL does get its panties in a twist about people using the words Super and Bowl immediately following one another. According to the Hollywood Reporter's Media law site, which I just discovered existed 2 minutes ago (Thank you Wiki for teaching everything worth knowing), pretty much no one can use the phrase Super Bowl, ever. the article states, "Uses of the terms 'Super Bowl', 'Super Sunday', 'NFL' and team nicknames are off limits in any type of marketing or other attempt to create 'the appearance of a relationship.'" So even though Kia paid a bunch of millions of dollars for their minute long spot during the Super Bowl, they had to promo their ad by saying it aired during the "Big Game," which sounds like the pornody version of the Super Bowl. (Sample dialogue: "Oh Peyton, your game is so big!").

Oh well, as Joel Grey pointed out, money makes the world go round. I can't believe I just referenced a Liza Minnelli musical. I guess I might as well post the video for it now, so it can be stuck in your head as it is stuck in mine.

Funnily enough the only video of that song in the movie version of Cabaret that I can find doesn't allow embedding on other sites, which i guess was the poster's merciful way of not further inflicting Liza Minnelli's scary visage on the world. So instead here is a vastly superior and Liza free music video of Joel Grey on the Muppet Show singing "Willkommen".



I'm not sure how this blog suddenly became the show Glee. But I would like to note how un-masculine I made a post that was sort of about the Super Bowl. But I'd rather have Muppets and cute sock monkeys than be manly.

Ka-Ka-Ka-Kia Ka-Ka-Ka-Kia Pet

My absolute favorite commercial from this year's Super Bowl was the ad for the Kia Sorento. Though I have to admit I've had a soft spot for Kia ads since I was in middle school. This was back in the late 1990's when Kia only had two car models, the Sephia and the Sportage. I was trying to find the ads I remember from back then, but youtube failed me. As did google image search when I tried to find a kia promo photo I remember being in their booklet at an auto show which depicted a guy driving in the High Occupancy Vehicle lane with 3 blow-up dolls as passengers sticking his tongue out at the people stuck in traffic in the regular lanes, while visible behind his car are the lights of a cop car approaching.

Actually after describing that ad, I'm not surprised Kia has made an effort to keep it off the internet. But that was the whole thing I loved about Kia ads, was they weren't trying to sell on the coolness of the car. They admitted, "Our cars are just average looking, but isn't this commercial awesome and hilarious!"

Though I couldn't find the ads that I remembered, I did find a funny one I hadn't seen before from this same time period. Its for the Kia Sophia, which may have been the blandest looking car of the last 15 years. The only car I can think of off hand that comes close to it in terms of sheer boring is the Saturn Ion. The front of the Ion was described by Automobile Magazine Design Analyzer Robert Cumberford as "being only significant it that it is entirely featureless, except for the droop at the bottom of the head lights which forms sad tired eyes."



The Sephia was just as boring, but not in such an amusingly descriptive way. I assume Cumberford never published a design analysis of the Sephia, as he probably kept falling asleep immediately after sitting down to look at the car. How uncool was did Kias look in the late 1990's? In the Dave Barry novel Big Trouble, two teenagers have this exchange: "Why did your dad buy a Kia Sportage?" "Because right now he feels like a total loser, so he thinks he deserves a loser's car."

Kia overcame there cars looking like total dork mobiles by making ads that focused on comedy instead of shots of their car doing doughnuts through the Mojave Desert. I'm not sure when this Kia Sephia ad is from but they stopped making the Sephia in the year 2000 so this ad is definitely from the era I was talking about:



This ad, especially in the second half, does a great job making fun of the luxury car ads from this same era which consisted of this same, guy standing next to a car setup. Except those luxury care ads consisted of the actor describing how the car was everything you ever wanted out of life. Since the Kia Sephia is obviously not what anybody wants out of life, the ad is not only parodying that ad style it is coming pretty close to making fun of the car itself as well. That is what I loved about the old Kia ads, they basically sold the idea that Kia must be awesome and ballsy to make ads this goofy, and made you want to be a part of a car company that was willing to do that.


I think the Kia Super Bowl ad really did a great job of continuing that tradition, but on a higher budget and on featuring a car people might actually buy out of choice instead of because its cheap and has a 10 year warranty.

I have to be some where, so I will do a second post actually discussing the Kia Sorento Super Bowl ad on Monday.


What will Danny say about Kia's superbowl ad?
Will there be as many typos in monday's post as their normally are on this blog?
Where did Danny have to go to?
Did he perhaps have to go because he is coming to your house to sneak up behind you as you are reading this right now?

Find all this and more on Monday!

There will now be a medium long intermission.

At long last the promised Michael Bay ad. UPDATED!

Three posts after I announced I was going to, I've finally gotten around to discussing Michael Bay's one minute magnum opus to his two true loves: Tits and explosions. ("Tits and Explosions" probably would have made a good Frank Zappa song, it would have worked well as a companion piece to his song "Titties and Beer".)

I contend, much to the derision of everyone else I know who has ever seen a movie before, that Michael Bay is actually a good director in his only particular way. He obviously only directs action driven explosathons, and from the little I've seen of his film Pearl Harbor he does drama and history about as well as the folks over at Drunk History, but as long as he sticks with what he knows, I contend movies are better photographed than pretty much any other summer popcorn movie, and astoundingly engaging since they contain stuff like Sean Connery getting into a fight with a moving San Francisco Cable Car, and somehow causing it to roll down a hill sideways and crash into a Ferrari. But don't take my word for it, which this severally shortened version: (yes the clip i found of this 3 minute scene online was a 45 second edit of "the best of this scene", Michael Bay obviously over estimates America's attention spans.)



The clip above shows the difference between Michael Bay and mere mortal directors, most directors would have been satisfied with an AM General Humvee hitting a cable car and causing it to go out of control. Some directors would have ended the scene with the cable car exploding, but only Michael Bay would have the explosion cause the cable car to fly 30 feet into the air for no apparent reason, and then do a barrel roll and land on a Ferrari.

You really can't even fault him for being over the top because he does over the top so often and so well. Case in point: that the scene we just saw actually occurs in the first 15 minutes of The Rock, and everything only gets bigger and more explodey from there.

This whole idea of starting at the total extreme and then escalating nicely encapsulates what is so great about his Victoria's Secret ad that I am actually going to start discussing now. Lets watch it first so we are all on the same page:



This really is the prefect outlet for Michael Bay's directing style. People complain that he cuts to a new shot every 1/4 of a second? Lots of critics complain the shots in his movies are so short it seems like a commercial, but here you can't complain about that because it actually is a commercial. People point out that shots of cleavage gratuitously occupy all the non-explosion portions of his movies? Can't complain here, its an underwear ad, the only way it would not be full of boobs would be if it was directed by the guy who did the Dunlop Tire Ad I showed a few days ago. Then the ad would have just been shots of two midgets dressed as the Red Baron jousting each other whilst riding llamas, and then 2 seconds at the end saying, "Victoria's Secret: We Probably Sell Stuff." And I think we can all agree Michael Bay's approach is easier on the eyes and won't cause you to wake up in the middle of the night screaming.


Even with this being a commercial and with women in underwear being a given, Micheal Bay still managed to ratchet this up several hundred notches above where any other director would have taken it. There are women in underwear getting out of obscenely expensive classic cars in no fewer than three shots; a woman straddling a giant motorcycle, a women being pursued by a helicopter, women walking through a circus with people eating fire, breathing fire, and juggling fire, and hanging from trapezes (strangely enough NOT while on fire); girls throwing knifes at each other; girls looking mistrustfully at a World War II era plane; and a girl climbing up a spiral stair case which leads from nowhere to nowhere in the middle of the desert.

I haven't even brought up yet the Bayiest element of this whole thing, that random shot of the girls posing with a stupidly huge explosion behind them. This part: (in case your mind had been so blown by it that you have forgotten.)


The more stuff created by Michael Bay that I experience the more I think that Verizon commercial I posted before might really be what he is like in real life.

To provide some context I decided go back and look at a few of Michael Bay's old commercials from the early 1990's when he had only made commercials and music videos. Bay actually created the first ever ad for the "got milk?" campaign. Though a commerical more foreshadowing his illustrious explosion and skin filled career which was to come is a Levi's ad he did. Its about two strangers in an elevator together who mutually fantasize spending their whole lives together, but Bay decided what it really needed was the scariest half second shot of a preacher of all time. In this shot the reverend presiding over the couple's wedding in their dream jabs his arms toward the heavens with such seriousness that he seems to be indicating that this wedding will bring down hell fire on all of humanity. This immediately fades to white in the most frightening manner possible. here are two screens shots that do not adequately capture his scariness:





Then in the next shot, instead of candles, their wedding cake cake has the biggest sparklers ever created by god or man. What I'm trying to say here is now I really want Michael Bay to plan my wedding.
Bay: "I envision the church collapsing around you as a herd of wild horses stream through the chapel, the horses will be on fire, and their will be women in corsets riding them, and it will be good!"




(Oh and for those of you who checked out the Got Milk commercial directed by Bay. You might want to watch this pretty funny parody video I found when trying to find the youtube video of the original. Here is the parody. )

The new craze that's sweeping the nation: Wasting Food.

So I was in Boston the other day and at the bus stop in front of the aquarium, there was an ad that was actually a Plexiglas container full of coffee beans. This claims to be a Starbucks ad but which I'm worried it is actually really bad modern art. Here are some photos of this foolishness.

First off here it is in context. Its in the space normally occupied by ads at a bus shelter, except instead of being filled with halogen lights to light up the ads on each side some jerk filled it with coffee beans.

Here is a close up of the coffee beans so you believe me that they are actual beans:


I guess I can't complain that Starbucks is wasting a massive amount of food here since according to those calorie facts they have posted on the menus of New York branches of chain restaurants, coffee only has something like 5 calories per 30 ounces of liquid. In spite of this not actually being a waste of food but rather a waste of non-nutritious plant seeds, it still rubs me the wrong way. Maybe its because starbucks charges like a million dollars for a 8 oz coffee, and yet here they are filling a whole bus shelter with their beans. Maybe they could not fill random municipal structures with beans and pass the savings on the the consumer.

My safe word will be whiskey- UPDATED now with 1000% more Ian McShane!

Jameson Irish Whiskey recently started advertising on MTA subway car trains, including the A train line near me, so I have been seeing their ads a lot lately. These ads tell "facts" about John Jameson, the Scottish founder of Jameson Whiskey, written in the first person such as, "The first tour of my distillery occurred when pirates broke in and drank everything in 1780." Here is badly framed photograph I took of one for demonstrative purposes: (The weird angle was me trying to get into the frame the awesome fake wood and bright orange seats that the MTA assaults its non-colorblind passengers with.)



These are pretty funny, though I think the format is more than a bit inspired by Dos Equis's "Most Interesting Man in the World" campaign. In fact its similar enough and I like the Dos Equis ads enough that recounting the Jameson ad just caused me to go to the Dos Equis website and spend about 5 minutes fooling around with the different things they have their involving The Most Interesting Man. So I, and least in my case these Jameson ads only serve as free advertising for Dos Equis.

In case you were curious, the dude in those Dos Equis ads is Jonathan Goldsmith, an Egyptian-American actor who apparently guest starred on every TV show made in the 1980's, including Magnum, P.I. and MacGyver, in case you needed proof he is equally cool in real life.

I've just realized this post was about Jameson ads, so back to that: Despite the Jameson ads mostly getting me interested in wondering what else Jonathan Goldsmith is up to, they also did get me interested enough to want to look up whether they are real facts about Mr. Jameson.

Unfortunately it looks like they aren't. the New York Times has an article from back in September about the television commercials that are part of the same campaign. The rep from Jameson insists the ads are, "exaggerated, but based in fact", but in the same article David Altschul, a brand symbol expert, which is apparently an actual paying job, states, "[Jameson is] playing with the notion of authenticity: ‘There really was a guy, but this is not the guy.’ ”

The nail in the coffin for me was when I actually watched the TV ad. I'm really not sure why the New York Times dedicated any space to debating if these are supposed to be real facts. The ad is cute but ridiculous. Jameson fights a giant squid. Unfortunately the fight happens off camera, but here is the ad anyway in case you were curious:



Cute, but definitely a very different tone from the subway ads. The subway ads were more of a Johnny Appleseed type of folk tale, which exaggerated elements but an overall concept that seems like it could be true. The commercial is more like that Disney short about Paul Bunyan, with a five story tall man and his giant ox wrastling in Alaska to create the northern lights. Except not as awesome as that, because that the Disney's Paul Bunyan short is the bees knees. In fact, even though its not in anyway ad related I'm posting the entire short below, if only so I can find it easier next time I want to watch it.





On a final note, I thought I should explain that the title of this entry "Safe World Will be Whiskey" is a line from one of the two parts I actually found funny in the Andy Sandberg movie Hot Rod.

The second part I found funny being this exchange:
Dad (played by the awesome Ian McShane): Why are you wearing a fake mustache?
Andy Sandberg: All great men has mustaches
Dad: Yeah, but real men actually grow them.

Ian McShane, is you forgot the name is the amazingly classy and badass actor who starred in "Deadwood" among many other things.

Though to me he will always be the most grizzled looking pin-up ever to grace the pages of  Cosmopolitan Magazine

I promise you this photo is real.
No Dachshunds were harmed in the making of this blog post.

Actually, Come to think of it, if Jameson is so desperate to sell even more Whiskey that they are resorting to these weird whimsical ads, they would undoubtably sell a fuck-ton* more Jameson if they hired Ian McShane as their spokesman.

footnote(s):

*Sorry to use metric units of measurement here.

This tire ad will garrote your eyeballs

So I've been meaning to write a post about Michael Bay's recent Victoria's Secret commercial, because it really is the ultimate Michael Bay production. It combines his love of explosions and cleavage and shooting everything at sunset without having to worry about annoying things like plot or Shia Labeouf. But that can wait till later, because right now I have to share this other commercial with you, mostly because it's not fair that otherwise I'd be the only one having nightmares about it. I came across it through the fake Michael Bay twitter, which I read, even though as I've said to everyone ever how much I hate twitter. I hate twitter because I really don't care about mass messages from people about what they are up to at the moment, but the fake Michael Bay is not about what anyone is up to, it is one liners about what Michael Bay would be up to right now if he lived his whole life like that Verizon commercial he starred in.



I understand that it's a bit silly of me to condemn all of twitter except for one account, but if other accounts only updated once a week and consisted updates like this: "Take off the brakes and make it a fixed gear. I want this to be the kind of Ferrari that kids in Brooklyn would drive," I would probably change my opinion of twitter.

Now would probably be a good time to get around to the commercial I was going to discuss this entry. The fake Michael Bay linked a commercial accompanied only by the text, "People, listen to me. This is how you sell tires." That really did not prepare me for what was to follow. Although I don't think anything could have prepared me for what was to follow. Just watch (though be warned once you watch this commercial you will be henceforth numb to human emotion.)



Dunlop tires, the official tire of David Lynch's pearl farm, is I assume what they were going for here, since I just re-watched this twice to try to make some sense of it, and the only thing I noticed, other than the fact that I was screaming in horror the whole time I watched it, was that there are all those silver balls everywhere, and at one point the scary painted dudes are grasping along in a body of water. So I'm going to go with a "these are all employees at David Lynch's pearl farm" theory, and assume that's him in the black sports car coming to check up on his workers.

I'm really not sure how this seemed like a good way to sell tires at any step of the creative process. My Dad and I always make fun of those Pontiac commercials where it shows the car doing doughnuts through the desert the whole time, because the ads are basically admitting, "there is no reason to buy this car unless your daily commute involves a drive through unpaved portions of death valley." And this commercial takes that concept to new extremes. "Do you need tires that won't lose traction even when you run over millions of metal balls and several performers from Cirque Du Soleil? No? okay, well then buy any other brand of tires, Dunlop is useless in snow or rain but great for driving near fat guys painted gold."

It's one thing to create a brand image instead of focusing on the actual advantages of your product in an ad, it's another thing to have the brand image you create be one that instills discomfort and fear into the consumer.

(A brief side note I couldn't find a place for or think of a joke about: This ad was directed by the director of American History X. It came out in 1993.)

That cat-eyed women at the end is quite probably going to haunt my nightmares for the next several forevers. Here is a still shot of her for your viewing pleasure. I assume if you look at it for more than 30 seconds she sucks out your soul and uses it to make rubber. As I said at the beginning, this wasn't so much a post to be enjoyed as one designed to make sure other people experience the same trauma that I am.

Two things-ism

I figured I should get the new Old Spice ad out of the way quickly, because while it is awesome and hugely effective, I don't know how much I have to say about it other than just, "This ad is great." So here it goes:

This is ad is great.

The End.

I think I realized how much people who were not just me liked this ad when I was at a bar and it came on without volume, so I tried to narrate it to the friend I was with who hadn't seen it, and discovered the guy at the stool next to us was doing the same with his friend. Speaking of which, if you haven't seen it:



Watching it again has caused me to sit here for a few minutes trying to figure out what it is about the way the actor says the line, "I'm on a horse" that makes it so damn funny, and I'm at a bit of a loss. It's a funny line anyway, but his delivery is matter-of-fact, commanding, and deadpan, all at the same time.

To be hyperbolic for a minute it is clearly the Mona Lisa smile of commercial catch phrases. Mona Lisa smile, in that there are several different subtle emotions that make it successful. Not in that the catch phrase is from an all-girls school with Julia Roberts and Maggie Gyllenhaal. (In retrospect, that probably didn't need to be specified. I don't think anyone even remembers that movie's existence. In further retrospect, why do I remember that movie's existence?)

While we are running away from the topic with Burt Munro-like speed, I remember reading that someone has tried to map the emotions in Mona Lisa's expression, and come up with statistics for how much she is expressing each emotion. According to Professors Nicu Sebe and Tom Huang, Mona is feeling: "83 percent happy, 9 percent disgusted, 6 percent fearful, and 2 percent angry." (source). While I'm not sure how many emotions are present and visible on the average person's face, I find it funny that Mona Lisa's second most visible emotion is disgust. Maybe she precognitively became aware that centuries later people would stop associating her with great art and would instead associate her with the plot of a pulp novel by a failed pop musician. (Rim shot).

For more on Dan Brown's unintentionally hilarious music career, check out these actual samples of some of his songs on Buzzfeed.

In Conclusion: I was right I really didn't have a whole lot to say about the Old Spice ad, but that didn't stop me from making this post really long. Though really I'm just glad I got an opportunity to link the instant rim shot website. Hopefully some post soon I will have a chance to link the instant sad trombone sound effect website and all my life's work will be complete.

Blade Runner VS. Towca Androidow

I was recently talking with a friend of mine about the Polish posters made for major American releases (I promise you that is as close as this blog will get to discussing my personal life, I just wanted to cite my source as someone cooler than myself who reminded me of the existence of these posters).

I really can't remember why Poland has awesome posters which don't use any publicity stills, but they are a really great example of something being an effective ad while still being a creative expression.

To use one Polish poster as an example: the movie Blade Runner is an awesomely badass movie and yet the only poster I've ever seen made for its 1982 release is pretty weak, especially when you know how many excellent shoots from the movie would have made a really interesting poster without any adjustments. Here it is for demonstration purposes:



The bottom half is okay with a drawing of the awesome future skyscrapers, but the illustrations of both Sean Young and Harrison Ford in the top half cause the poster overall to cram too many images into one space without any real focal point or overall scheme.

This wouldn't be so bad if the drawings of the two starts weren't so poorly executed. The illustration of Young looks like it is bored, and blending her hair into the background makes it look like she has a Mr. Spock hair cut. The Ford drawing is drastically worse. I said the drawing has no focal point, and this is why. Ford, being the star, is supposed to be the focal point, and his image is supposed to sell the movie. This fails miserably since Ford represented here is all sweaty and with dead eyes. He looks like one of the less attractive members of the cast of Trainspotting in that one scene where people are crawling around Ewan McGregor's ceiling.


Compare that poster to the awesome Polish poster for the movie:



This really speaks for itself, gaze upon its awesomeness. It works great on a pop art level. As I will constantly have to say when I try an analyze images here from an aesthetic point of view, I know nothing about art or design, but everything here just looks great: the negative space formed around the central figure, the font of the title, the way her gun is going off out of the frame, the lines used to draw her hair, the angle her head is turned at.

So I don't think there can be much of an argument made that the American Blade Runner poster is better looking, but I supposes it does do a better job of giving the consumer an idea of what the movie is about.

But I do not however think it does a better job of selling the movie to its audience. Which movie would you rather see? The one set in the future about the guy who appears to be in the midst of heroin night sweats? Or the one about the chick in the bikini shooting stuff.

Sam: "Oh boy..."

It's 3am the day after St. Patrick's day and I apparently have a blog now. The title, “Strictly Commercials”, was because I hoped to discuss advertising in all its forms.

I've never been big on the idea of blogs since people have been trying to sell them to me as the future of real journalism or the future of social communication. I think blogs are just the future of blurb style journalism for specific subjects, which is great because there is a huge dearth of humorous journalism in the mainstream media. Which is why I get all my film news from Film Drunk and my hockey news from Puck Daddy.

I'm even more opposed to the internet being considered social interaction. Blogs/live journals/tweets/facebook updates which are supposed to tell the world at large what you are doing ring false to me. If you want to know how I'm doing call me. This is why the only thing I have posted on my facebook status in the past year has been this video:

 

So, I want journalism to remain well edited and eloquent, and find reporting your personal life on the internet self-indulgent. But for reasons unknown my blog exists and you and I, dear reader, both have to live this down. So I’m gonna try to stick by my credo of not having this contain information about my personal life vomited unwillingly upon the masses, and I figured picking a broad topic would at least allow me to give the blog some direction and more importantly vaguely justify its existence in my blogophobic mind.

So advertising it is. My favorite art often seems to be commercial art. This is probably mostly due to the fact that I am an uncultured swine, but also definitely has its origins in my love of movie posters and album art. To me at least, I feel like having to make something both aesthetically pleasing and visually interesting and still make it get across to the consumer what it is supposed to is quite a feat. So that’s what I’m gonna talk about. The times when commercials are so effective that they also work as art or at least entertainment.