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Commercial breakdown (cont.)

Posted: Monday February 6, 2006 1:22PM; Updated: Monday February 6, 2006 2:41PM
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3. Bugzapping -- Guy is on hospital table. Fly is circling. Concerned wife and son arrive moments after fly is zapped by attendant employing creative use of hospital equipment. Appraising deceased insect, attendant announces: "That killed him." In a great touch, little girl's hand involuntarily relaxes and balloon -- inscribed "Get Well Daddy" -- floats to ceiling. Again, funny without being too tasteless, and bonus points because this was a mortgage company, something that's very had to make funny. (Ameriquest's second ad, in which an airborne woman ends up straddling a fellow passenger, was also clever).

4. . We Love Theme Parks -- this montage of Steelers and Seahawks practicing "I'm going to Disneyworld" worked on many levels. First, it's always nice to see an ad in which athletes aren't forced to look like idiots, and instead appear relatively genuine (Roethlisberger was the best). Second, many were able to summon the requisite wonderment that I suppose is the draw of a place like Disneyworld. Not as good as last year's "Tomorrow" ensemble, but up there.

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5. Punching Through Walls for Beer -- Another beer ad, this one for Bud Light, but what can we say, beer ads were good this year. Instead of flatulent horses, Bud Light gives us office workers behaving like the monkeys in 28 Days Later, rampaging in search of hidden beer. Note the use of a flying blindside tackle for dramatic closure.

A Couple That Didn't Work

1. Shaggy Dog -- In case you missed it, Chris Berman provided play-by-play for a trailer in which Tim Allen stars as a man-dog hybrid. Nothing about the execution of this concept could have saved it. I dare you to defend, for example, this line, read by Berman: "Here's the snap .... he's turned into a dog!"

2. Addicted to Lost. The idea: Superimpose footage of a dead pop star onto scenes from a television drama, while he sings an (yet another) 80s hit, then use the whole thing for comic effect. Maybe this would have worked had Lost been, you know, a comedy. As it was, it took the carefully constructed alternate reality of the show, which is already tested weekly by some of the more fantastic elements of the plot, and made a parody of it. Not to mention, it sounded like Robert Palmer, or I should say the digitally altered version of his voice, was singing "Addicted to Lust," not Lost. Which at least would have made more sense.


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