Tuesday, February 19, 2008

The Journey Diamond Shame Ad

I detest this commerical. It bothers me, like an itch I can't scratch or people who assume everyone watches American Idol. The scene, evening, a snowy night. A man gazes loving at his wife while they're sitting in their car at a red light. He finally grasps her hand and places a very beautiful diamond necklace in it. As they loving embrace the light changes and they are so en-rapt they don't even notice. Cab drivers politely go around the unmoving vehicle. Now commentaries on the devaluing of love to a shallow token of consumerism aside here's what bothers me:
The man's serial killer-Esq stare. I mean really?Obviously we are supposed to believe this is a long term couple who are either so comfortable in their companionable silence, or just plain out of things to say. So why the penetrating stare? It wasn't loving, it was creepy and unnerving. Plus it's *snowing*. Even at a red light a safe driver would still be aware and alert of his or her surroundings. Especially at night.
Secondly I take issue with the cab drivers who are so cooperative and politely drive around the aforementioned un-safe, creepy car owners. C'mon journey diamond, now you're really asking a lot from me. In what alternate universe does this ad take place? Because i can guarantee it's not this one. In my reality, there would have been screaming, cursing, in several languages, laying on the horn. Maybe even a physical altercation (judging by the looks of the serial killer who buys his lady diamonds ) who's holding up traffic. But, politely driving around the aforementioned offender, not an option.
Maybe what they're actually saying is that diamonds have a narcotizing effect that transport the recipient to a Utopian existence where nothing bad *ever*happens and doomed dead end relationships can be saved. Or maybe they're merely suggesting that money really can buy everything.Hmm m....
In any case I loathe this commercial. I like commericals with some gritty realism to them, like the emerald nut spots.Those are witty, fun ads with a does of believability to them. Who hasn't had a living entertainment legend come to mess with their productivity around 5pm. I've longs uspected Wayne Newton, but Robert Goulet was also on the short list. Way to go emerald nuts, I love you, and your advertising people. I only ask you let me sitin on a pitch meeting one day

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