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The reprise of the Sears campaign from last year is up and running: Don’t Just Give a Gift, Make a Wish. My interior monologue regarding that request/demand goes as follows: Um, actually, I’d just like to give a gift, thanks, if that’s cool with you? I’m not a djinn!

I think, especially in this economic climate, that people are getting exhausted by being bombarded with messages regarding just how extraordinary they can be.

In a completely different realm, the commercial below, running locally in the Twin Cities, has to be one of the most genuinely strange commercials I’ve ever seen. It does have that “Crazy Eddies Furniture , everything must go go go” vibe, which is the nectar and narrative tone from which all classic local and regional TV are created. But it goes far beyond that. For one, the length. It’s very rare, if not unheard of, for local TV spots to go a full minute. It’s usually get in, ENSUING ZANINESS, get out with the address of the store in a poorly rendered map. (One of the greatest parodies of this vibe has to be this skit, The Fairsley Difference, from Mr. Show). This extended length allows for a denoument in the commercial that is, oh, about 45 seconds long. The credits roll for a loooong time (though there are only three of them), and we’re never exactly sure WHY. Who are these people? What does this have to do with Discount 70? What is going on? The first part of the commercial seems to be a “dramatic” reenactment of the lyrics but, uh, that quickly falls off the rails.

Add the effect of the action on the screen is contained inside a claustrophobic border of orange and yellow bars, for no discernable reason, and we have a surreal masterpiece on our hands. Sears would have been better served with something like this.


Mon, November 24 2008 » Polis

2 Responses

  1. David Moles November 26 2008 @ 3:27 pm

    Who are you going to believe, some crusty old department store or a magic rhinoceros that can grant wishes?

  2. Leeroy Glinchy November 29 2008 @ 11:46 pm

    This is the best commercial I have ever seen. I love it.

    I can completely relate to these people especially Marf. I think that there are so many poorly done commercials, and it’s nice to see someone put a lot of thought into it.

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