Not in the clamor of the crowded street, not in the shouts and plaudits of the throng, but in ourselves, are triumph and defeat.--Henry Wadsworth Longfellow
REDIRECT ALERT! (Scroll down past this mess if you're trying to read an archived post. Thanks. No, really, thanks.)
Due to my inability to control my temper and complacently accept continued silliness with not-quite-as-reliable-as-it-ought-to-be Blogger/Blogspot, your beloved Possumblog will now waddle across the Information Dirt Road and park its prehensile tail at http://possumblog.mu.nu.
This site will remain in place as a backup in case Munuvia gets hit by a bus or something, but I don't think they have as much trouble with this as some places do. ::cough::blogspot::cough:: So click here and adjust your links. I apologize for the inconvenience, but it's one of those things.
Friday, March 18, 2005
"Uncomfortable?" Well, yeah, at least in one instance.
This has been bugging me for a while now, and since I officially have run out of every other topic, I'll talk about this.
"This" being the commercials that have been running for a while for Mrs. Paul's/Van de Kamp's frozen fish.
There are two different commercials--one that has a big ugly pike or muskie or something sitting on a playground swing and a little girl reaches out to touch it, but her mother hurriedly grabs her arm and runs away, and then another when the fish is in a racquetball court and a group of players are standing there looking at it with unease. The "hook" in each? The phrase, "Uncomfortable around fish?"
Apparently, the good folks who make fish sticks and other breaded, fried, and flash-frozen fishpart foodstuffs have the answer for you in the form of delicious Mrs. Paul's and Van de Kamp's products.
The thing that has bothered me since seeing it is not the ugly fish, nor its inexplicable presence in non-aquatic venues, nor the illogical reactions shared by those who see the fish; it's the whole idea of anyone being "uncomfortable" around fish.
Who's uncomfortable around fish?!
I mean, it's not like they're monkeys or anything! And granted, if they had a habit of somehow managing to come up out of the water and sit on swingsets like some gill-breathing child molester, well, yeah, that might be uncomfortable. But otherwise, I'm just not seeing it.
AND THEN, even if we do decide that, by golly, YES, fish DOES make me uncomfortable, why would I be calmed that someone like Mrs. Paul has stepped in to save me my uncomfort? I mean, who's SHE to protect me?! I'd want that dreamy Gorton's guy--you figure he's strong enough to handle any sudden moves the fish might make toward my jugular.
I think if fish were following me around and making me feel all uncomfortable, I'd want them put into prison, not eat them. AND YET, these VERY SAME fish that are making me so uncomfortable are now on my PLATE!?
I went looking around for information on the whole deal (but not a lot, because that's almost like doing work), and from what little bit I read, more than a few people are off-put by the commercials--some because they are too stupid to know that it's NOT a REAL fish, and is NOT gasping for air. Those people think it's cruel to fish to exploit them by showing them as they perform their death-rattle. Hey, if fish make me uncomfortable, I might LIKE to see them like that! Others think it's odd and creepy, but that's somehow part of the charm. "Yes, fish DO make me uncomfortable, and I LIKE IT!"
Now THAT makes me uncomfortable!
Still, in the tiny amount of research I did, no one ever hit on what seems to me to be so obviously wrong--WHO IS UNCOMFORTABLE AROUND FISH!?
Then, I saw the link to the PR puff piece on the ads. (link in PDF) And we DO finally find out WHO! The article is so densely full of Advertese that it begs to be made to feel uncomfortable. SO, here we go: Okay, let's stop the bus right here. Fats Waller!? Smack me if I'm wrong, but I think we're shooting at the wrong demo right off the bat, here, but that might just be me.
Alright, crank 'er back up... "Oddball humor," eh? Well, then, I suppose that's why it's not funny. Although the idea of spending $15,000,000 on it is rather amusing. Literally. Okay, here's the deal. Women--in general--do not truly appreciate offbeat humor. Three Stooges, Monty Python, Benny Hill, Mr. Bean, Jackass, C-SPAN--they all have an X-Y dominated fan base. Trying to reach young moms with that type of humor might not be the best route to take, but again, that's just me.
although, they might have decided to dial back the offbeatness in an attempt to better suit what they think the gals might like; thus explaining why the commercials are, in fact, not funny. EWWW GROSS! Smiling children! Dutiful mothers! WHERE'S THE EDGY OFFBEAT HUMOR!? I AM A BUSY, JADED CONSUMER!
Of course, you might think that if consumers liked your product, or there was something about it that set it apart in the marketplace, like say--and I'm just guessin' here--maybe better quality, and better value than your competitors, it might not matter so much if there were icky smiling children in the ad or not. Oh. Well, then, my apologies for having missed what is so blindingly obvious. If you will.
In that case, I wonder if Mrs. Paul's/Van de Kamp's would be willing to explore my idea for fish sticks made out of electric eels. (They glow in the dark, you know!) The kids LOVE 'em! Sister, there's a lot of things I've never seen before, but that don't mean I want to.
Although the freshness and high talk value intrigue me greatly!
Not really. Yes, I bet that kind of creative would get salespeople to call.
In any event, I believe it's probably not a good idea to mention "mold" and "fish" in the same article.
(Interesting bit of double-speak as well--if you define model as 'a standard of conformity,' and mold as 'a standard of conformity,' you wind up trying to break out of and into the same thing simultaneously.)
But I digress, which makes me uncomfortable. Okay, I'll buy the concept for Hungry-Man--because I understand what it means when someone says "it's good to be full"! I don't understand uncomfortability around fish, aside from any sort of psychological piscaphobia. And you have to remember, Hungry-Man dinners and their hip edgy offbeat humor are marketed to...hungry men. Men. Men who appreciate a good Stoogesque sight gag; and eating like pigs. Could that be because there's nothing inherently better about one brand of packaged fishparts than another? Or perhaps, nothing better about YOUR brand? Who is uncomfortable around fish?! I'm sorry to keep asking the question, but I want to know. And is it just me, or is there something a bit lurid about "getting comfortable with fish." I half expect to hear, "slip into something more comfortable."
Which makes me uncomfortable. Maybe if you're trying to fix fugu, but heaven help me--WE'RE TALKING ABOUT FRIGGIN' FISH STICKS! WHO IS UNCOMFORTABLE WITH THAT!? Sorry, but it was all that light from the blindingly obviosity going on around here. BUT WHY!? Do they do something with chains and stun guns to make sure the fish doesn't make me uncomfortable!?
And what is does "leverage the insight" have to do with anything? Well, if it's a choice between someone who doesn't think fish makes them uncomfortable and someone that does, I think I'll go with the guy in the slicker. WELL, IF THAT'S YOUR IDEA, THEN SAY THAT FISH ARE FUNNY! Don't sit there and say they're both funny AND MAKE YOU UNCOMFORTABLE! And ONCE MORE women--THE TARGET AUDIENCE--don't usually see the humor in the Fish Slapping Dance.
For the record, I will say that I am in wholehearted agreement that fish are funny. First of all, we have this whole apples and barracudas things--just because it worked on one campaign DOESN'T MEAN IT'LL WORK FOR ANOTHER!
Second, it could be the reason no one was doing it was because it's A STUPID IDEA. Look. What (apparently) makes people feel uncomfortable about fish (as opposed to fish stix, the product you're actually trying to move) isn't that they show up in unexpected places. It's NOT humor, and it DOESN'T "hit the truth"!
And hasn't your mother ever told you not to put fish in places where it shouldn't be!? You'll go blind, you know.
The last line is nice, though. It says, "we can cook good fish, so you should buy it and eat it because it's easy to prepare and tastes great."
Then you can show a dutiful wife slapping her smiling husband and children with a fish. ::sigh::
If you think the fish in the article looks anything like either of those two, you need to talk to someone. Oh boy. Yippee.
It gets better.
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