Wednesday, July 23, 2008

Not Cute, Not Funny, Not Original

I hate these spots for AIG. The very tired concept of having children utter thoughts and words that they can't understand is not funny anymore. I'm not sure it ever was.

Here's another. And yet another.

Hahaha! Wasn't that cute? The cute, multinational kids were talking above their cute little heads and they seemed so precious doing it!

Maybe I'm not the target for this. It probably tested very well in focus groups of rich people with a stunted sense of humor.

Granted, the agency didn't go with the time-honored "old couple on the beach enjoying life in their twilight years," or "pensive yet reassured single mom wraps up her late-night financial computer work in time to kiss her darling child goodnight" or "graying business owner guy with a passion for some outdoor activity (fishing, rowing, jogging, cycling) shares financial wisdom with young son or daughter who will take over the business."

But still. These make me not laugh very heartily.

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  • Yeah, but you know the agency team was laughing their asses off and high-fiving while watching the playback monitors at the shoot. And the copywriter took great pride in coaching the kids to read the lines just as he had intended they be read. And at least one agency executive on the production is a closet pedophile.

    By Blogger HighJive, at July 24, 2008 at 11:05 PM  

  • The first against-type commercial I remember seeing was for something like the Marin Count film festival (or something close to that.) It's taken this long, but I think you're right. Advertising has finally killed the technique for the time being.

    By Anonymous everysandwich, at July 26, 2008 at 9:24 AM  

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