Planet Sam

Oct.30, 2010, filed under Miscellany, Planet Sam, Rant

avatarI’m known to friends for my somewhat literal approach to advertisements. The commercial breaks in TV shows are more likely to provoke a furious reaction than the programme they interrupt. Here on Planet Sam, advertisements are a confusing brantub of mixed messages, inappropriate metaphor and plotlines that evidently haven’t been thought through properly.

I mean, really. Would you buy a stop smoking product that causes you to hallucinate giant cigarettes to the point of attacking them with a frozen chicken? Would you really want to buy a pair of running shoes that came with live scorpions inside?

So here’s my new project. TV ads as seen from Planet Sam, or Why I’m not the target market.

I’m going to start with one that is straightforward rant fodder. The Dulux Paintpod Compact Let’s Colour Campaign.

I shouldn’t have to point out how stupid this is as a piece of 21st century advertising. Mattel has a Barbie campaign that is admirable in telling little girls they can be whatever the hell they want to be, and I actually like the fact that this includes a ballerina. Because the freedom to be a fighter pilot or a policewoman or a surgeon or a bomb disposal expert should never get in the way of those girls who wish to dance.

So what if the baby turned out to be a girl? Is Dulux seriously telling us that their company is so stuck in sexist stereotyping that a failure to predict the sex of an unborn child correctly is a good reason for buying one of their products? A girl can become a footballer. A boy can become a dancer.

Frankly I think both pink and blue are horrible colours for a room, and that’s not just the synaesthesia talking. Blue is too cold a colour, and shading everything like that makes the room smaller and less inviting. The pink room is like being shoved into a vat of rendered animal protein before it’s turned into twizzlers.

What this advert says, on Planet Sam, is that the Dulux Compact Paintpod is the ideal product for those trapped in sexist stereotyping who have the aesthetic taste of an inebriated chicken.

That’s a market to which I can happily claim not to belong.

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