"Sorry I'm late. My pool game ran long at the jazz club."
When you're selling people a lawnmower or a vacuum cleaner, you can emphasize the technical superiority of your product: our lawnmower mows the lawn better, our vacuum cleaner cleans... the vacuum better, that sort of thing.
If your product has to be sold on subjective appreciation, however, you can appeal to something more basic: the desire to be popular. Instead of telling people how great the product is, you tell them how great they will become if they buy the product. Cool is as cool does, after all. See also the Bandwagon Technique
In fact, using the product may make you so cool that you become irresistible
. See Sex for Product
. A basic premise behind Perfume Commercials
- The commercials for Mentos always follow the same setup: young person comes across an obstacle formed by an older person, like a guard blocking the entry to a building or a parked car. He thinks a bit, and after popping a cool Mentos, performs some non-threatening act of social disobedience to clear the obstacle. Slogan: "Mentos, the Freshmaker". If that's not cool, I don't know what is.
- York Peppermint Patties (a particular brand of chocolate coated mint) advertises how cool (as in cold) that the product makes you feel, as if the product were vomited out of the Arctic or something.
- Print ads for tobacco products used to be notorious for this, and to an extent still are one brand of cigarette is actually named Kool. This inspired the page quote from a Joe Camel stand-in on an episode of Futurama. Cigarettes give you an air of retro chic. Camels in particular evoke a bizarre pseudo-Turkish (and thus exotic) influence. And naturally chewing tobacco is the sure sign of a rugged mountain man.
Food and Drink
- Sportswear in general and running shoes in particular practically live on their ability to make their wearer look cool. Although superficially emphasizing how fast/far/high you will go in sports, it's really about how much you will be envied for your overpriced, street-robbery-inspiring apparel.
- Then again, they're fashion accessories. That is their primary purpose; the idea they'll make you into the next Michael Johnson is the bullcrap.
- An ad for a game player is shot at various clubs and parties so cool you will never be there, with the POV obliviously glued to the game...because it's so much cooler.
- An ad for an Hungarian radio, inverted this trope, by having several people tell their (positive) opinions about it, ending with a stupid looking, boring and generally uncool old bum saying "Meh. I don't listen to that stuff."
- There's a series of digital camera ads with former "That '70s Show" star Ashton Kutcher disrupting various hip functions, lately a fashion show - there's a thin line between 'cool' and 'tool'.
Live Action Film
- The parody by Comedy Troupe Picnicface called POWERTHIRST.
- "BABIES! You'll have so many babies! 400 babies!"
- Anchorman: The Legend of Ron Burgundy has Sex Panther by Odeon. It's illegal in nine countries. It's made with bits of real panther, so you know it's good. It smells like bigfoot's dick.
- And 60% of the time, it works every time.