Misaimed Fandom: Advertising

Examples of misaimed fandom in advertising.


  • In Apple's "I'm a Mac, I'm a PC" ads, many people thought that the Mac came across as an arrogant hipster jerk, whereas the PC was a cute, lovable loser. This was particularly notable in the UK, where the localized advertisements featured comedic duo Mitchell and Webb, who played a lovable loser and an arrogant jerk, respectively, in Peep Show.
    • Particularly ironic since the Mac character is pretty close to what a Brit parody might seem like.
    • Also, a good number of people dislike the commercial series because it was all about making the PC look bad. And they chose John Hodgman to play the PC as a whiny, oversized Bill Gates caricature. Problem is, Bill Gates and John Hodgman's PC are personally more charming and affable than Justin Long's Mac.
    • This ad may have reinforced the public perception of Mac users as arrogant jerks.
    • Even Microsoft noticed this, and started making "I'm a PC" ads showing satisfied customers in a Take That to Apple. It worked well enough that MS is doing this even in ads not mentioning its competitor.
    • Consider: if you interviewed these two men for a job, who would you hire? For that matter, who do you think you could stand talking to for more than thirty seconds?
    • Another series of Mac commercials tried to play up how specialized a Mac could be. It contrasted a "typical" Mac user (read: artist) saying he would use a Mac for editing his pictures/music/what have you, with a "typical" PC user saying "boring" things like how he could use his PC for documents, and spreadsheets. The message was clearly intended to be "Buy a Mac and be a hip, unique artist!" The message that actually came across to viewers was, "Buy a PC, it has the stuff you're actually going to use."
    • Even the new PC commercials are using this by showing all the practical uses/features their tablet has that the iPad doesn't.
  • A series of anti-pot radio commercials in the 1990s featured a mock game show with people trying to answer simple questions when high. The moral is supposed to be "Only Dopes Smoke Dope", but comes across more as "Pot will TOTALLY fuck you up (in a good way)!", which pot-smokers were already well aware of.
  • The Mercedes-Benz car company has used Janis Joplin's anti-consumerist hippie-era song "Mercedes Benz" in a staggeringly large number of ads. That song is most definitely not in favor of Mercedes-Benzes.
    • On a similar note, Mattel used Scandinavian pop band Aqua's popular song "Barbie Girl", a satire of the culture surrounding Barbies (read: showing girls as spoiled, shallow slaves to fashion and money), to sell Barbie dolls.
    • Bruce Springsteen's "Born in the USA," a song full of highly ambiguous and quite critical message about the unfulfilled promise of the American Dream and certainly not of uncritical super-patriotic themes, was adopted by political ads for many American right-wing politicians, including, most notably, Ronald Reagan's 1984 reelection campaign. Springsteen was notably annoyed by this development.
  • Currently in some states, there are anti-drunk driving commercials explaining how if you are drinking and driving, you will be caught and you will be arrested. In order to represent the drunk drivers, they have their cars/motorcycle helmets filled with alcohol, so that opening the window/visor causes the beer (or wine or martini, depending on where they are in the socioeconomic ladder. The redneck had beer in his car, while the middle class guy had martini in his car, and the upper class guy had red wine) to spill out in a waterfall. It quite possibly may be the best anti-anything commercial ever because it is impossible to take seriously. Not that drunk driving is something to be taken lightly - but good luck convincing anyone of that with these commercials. People who already know the dangers of drunk driving, who will probably point out, "Look at all the alcohol they wasted" or "The inside of that car is ruined".
  • Be honest — does anyone consider the Trix Rabbit a bad guy?
    • In 1976, General Mills had a contest where kids were able to vote on the question "Should the Rabbit be able to eat some Trix?" 99% of the responses were "Yes". They had a similar contest in 1990, with the same result.
      • Although in 1990 it turned out to be All Just a Dream. Why does General Mills hate the Trix Rabbit so much?
  • The Apple from the current Apple Jacks commercial used to be a Designated Villain, but the makers of the ads changed it due to feedback so that he and "Cinni-Mon" are friendly enemies now.
  • Meth, ooh meth! One of the best commercial jingles of all time. Yeah, it's supposed to make meth seem awful, but these commercials just make it sound way, way more useful than coffee.
  • The Axe/Lynx commercials where a guy puts some body spray on, and becomes attractive to women. They have a large hatedom composed of the many people who keep thinking they're supposed to be serious in any way.note  Presumably, if most Axe brands didn't smell like rubbing alcohol and aerosol, or made their elements of satire clearer like in "The Man Your Man Could Smell Like" Old Spice ads, there'd be fewer problems.
  • Nazi Germany once made a propaganda spot, Liese und Miese.note  Liese was the good, pro-Nazi German woman; Miese (meaning "the bad one" in German) would be lazy, talk with spies, listen to foreign radio broadcasts, be unpatriotic and so on. However, Miese's actresses, Brigitte Mira, made her character more likable.note  The series was cancelled for being counter-productive.
  • In the '80s, there was an anti-drugs campaign in the UK called "Heroin Screws You Up." It was eventually pulled when the actor who played a heroin addict in the TV and poster ads became an unexpected pin-up boy with teen audiences - partly because of the "heroin chic" look that was in fashion at the time.
  • Insurance price comparison website Confused.com pulled an ad using a cover of Queen's "Somebody to Love" when it was revealed that an increasing number of people who had seen the commercial thought Confused.com was actually an online dating site.
  • An episode of The Gruen Transfer (a show about ads) mentioned how there was a serious problem with drug addicts stealing anti-drug posters to hang up on their wall because they thought they looked awesome and reminded them of drugs.
    • In addition, Todd Sampson (an ad executive on the panel) once told a story about how he and some other ad people were doing surveys and talking to drug addicts as part of their research into anti-drug ad campaigns, and he said that the ice addicts thought the ads against ice were actually really cool and just made them want to take more ice.
  • The commercial for the racing game blur did a Take That reminiscent to a '90s Sega ad, making a shallow jab at Mario Kart and other kart-racing games. However, the cutesy characters on the ad have gotten many fans, and some fan art too.
  • Sprite ran a TV campaign that poked fun at a fictional soft drink called "Jooky", intended to represent Sprite's competitors that relied more on flashy advertising gimmicks than taste. Audiences decided that Jooky looked like it would be more fun to drink than Sprite, and so the ads were withdrawn.
  • Christmas 2011's Best Buy ads have women buying presents and using them to compete against Santa's gifts. The ads are supposed to show off how Best Buy truly has the gifts your family wants. However, almost all of the ads have the women acting like total bitches and mocking Santa in the process. You know, Santa, the most generous man in modern culture that is beloved by all. Guess who people side with?
  • A commercial for the PlayStation 4 features Lou Reed's "Perfect Day" being boisterously sung by two friends playing against each other while portraying various video game characters. "Perfect Day" is about heroin addiction. Then again, it could be unwittingly sending a message about how many people play video games for the same reason some drug addicts use heroin, out of loneliness and desperation and seeking escapism...
  • Many PSA ads that try to show how eating disorders are bad can backfire among those who have such eating disorders. Showing anorexic women who have been reduced to skeletons with a layer of skin might freak out most people, but to girls so obsessed with losing weight to the point where they have an eating disorder, they see the women in the ads as role models, someone they should strive to be. It's called thinspiration. Or, alternatively, they use the commercials and the fact that they themselves aren't skeletons with a layer of skin to prove to themselves that they don't have an eating disorder, or at least have it under control.
  • TV commercials for the anti-depressant Abilify feature a cartoon personification of a woman's depression, which is basically a pair of droopy eyes on a shapeshifting gray blob. It's the cutest depression ever!
    • For that matter, Zoloft ads from a few years ago feature a similarly cute, depressed blob. This one was even parodied in a MADtv sketch.
    • For that, the Abilify depression blob was replaced with an equally as cute depression pill, YMMV if this was a good decision.
  • An ad for AT&T has a man who works for a cable company come to career day at his kid's school. Before he even gets to explain his job, a little girl quips that cable can't bundle TV and phone service, but that AT&T does. The purpose of the ad is to make AT&T look good, but it only makes you feel sorry for the poor cable company worker as he gets humiliated by everybody because one pint-sized tyrant interrupted him to basically call him worthless. What make it even worse is that the man working for the cable company almost certainly doesn't have any power to change anything, so why target him?
    Cable Worker: (pissed off) Who wants to talk to a fireman?
  • When the film The Hunger Games: Catching Fire came out, a number of companies tried to capitalize on the popularity of the franchise, including Subway ("Where victors eat!") and Covergirl with their Hunger Games makeup line ("Soon, you can look a little bit more like Katniss or your fave Capitol citizen!"). Remember that in the books and films, Katniss was made famous because she killed other teenagers in a sadistic gladiatorial game for the entertainment of a corrupt upper class. Ironically, the in-universe Capitol might have put out ads just like these, given the amount of popularity the victors had.
    • The Hunger Games makeup line from Covergirl was especially misaimed, given that Katniss never wore makeup on her own and hated wearing it in the Capitol since it was another opulent luxury (in her homeland of District 12, the people could barely afford food). Plus, Catching Fire was about Katniss helping to start a rebellion against the society wearing this sort of makeup.
    • There was at least one line of chocolate bars, which had twelve different flavours, one for each District. As in, the same Districts that are suffering from severe poverty and for the most part can barely feed themselves.
  • NASA have an annual publication, Spinoff, intended to show the general public "that 0.4% of your (American) tax dollar isn't wasted and is instead used to improve your life." The problem with this campaign is that almost no one outside of the space community knows about it (as evident by the writing style they aren't the target audience). On the off chance that the general public do reads a little bit, expect universal negative reactions regarding "NASA's waste of money".
    • For that matter, even during the Apollo Era, where tens of thousands of dollars were tossed into advertising, the public notion to abolish NASA has always being the majority — over half.
  • A New Zealand road safety PSA showed a bunch of guys in Halloween costumes going out to a party, but the driver is speeding and crashes into a wall, killing all his friends. It was pulled when campaign response showed that viewers overwhelmingly remembered it as an anti-drink-driving ad because of the costumes and night-time setting - despite the ad making it clear that the message was about speed, and no one being shown to drink.
  • The advertising onslaught for The Lord of the Rings included Burger King cups with the characters on them, and the slogan "Collect them all to unleash the power of the One Ring!" It's unknown whether Tolkien fans were headdesking harder at this or at the beautifully designed bookmarks that turned up everywhere with heavy, well-made, authentic-looking copies of the One Ring attached to them. All together now: The Lord of the Rings was the bad guy, people. Do not give evil dark forces to your kids to chew on.

  • Jägermeister made a fake competitor ad in Germany, calling it Kein Jägermeister (Not Jägermeister) and tried to show what squares people are who don't drink Jäger. Thanks to a wave of square chic, people tried to get their hands on the stuff.


Previous

Index

Next