Advertising

Advertising Made Complex a la Rube Goldberg

Over the year, Rube Goldberg-type devices have popped up in a diverse array of TV commercials, from a promo for the “Elementary” mystery series, an ad for Beneful dog food, and the 2003 classic “Cog” film for Honda Accord. Unlike commercials that demonstrate or tout the product outright, these get their message across in the most tangential way. There is no story line, no spokesperson pointing out product features, not even a lot of voiceover commentary. But the viewer’s attention is riveted to the commercial and the product it is trying to sell.

Just who was this Rube Goldberg? And how did his crazy inventions inspire 21st century advertising creatives to design TV commercials to market their products so circuitously? Let me introduce you. Rube Goldberg (1883-1970) was an engineer-turned-cartoonist whose primary cartoon character was one Professor Lucifer Gorgonzola Butts, an inventor of gadgets that accomplished the simplest tasks in the most complicated, elaborate roundabout way. For those unfamiliar with how Goldberg started a chain reaction of copycat inventors, here’s an example. Goldberg’s cartoon above explains Professor Butts and his Self-Operating Napkin, which was activated when a) the soup spoon was raised to the mouth, pulling a string, b) which jerked a ladle, c) tossing up the cracker inside, d) past a parrot, e) causing the parrot to leap for the cracker, f) thereby, tilting the perch, g) which tipped a bowl of seeds into a pail, h) which, due to its added weight, pulled a cord, i) which ignited a cigarette lighter, j) setting off a rocket, k) which caused a sickle l) to cut a string, and m) freeing a pendulum and causing an attached napkin to swing back and forth, wiping the diner’s mouth.

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Humor

Nice Idea, Try Again

This skit from “Burnistoun,” the comedy sketch show broadcast by BBC Scotland, reminds me of all the devices that, at first, seem like marvelous inventions, but still need work. An example is a recent exchange with that annoying automated iPhone twit, Siri. She keeps calling me “Del-fiend-E,” even though I’ve corrected her multiple times. Last week I asked Siri for the cross street of Gump’s, San Francisco’s venerable luxury home décor and jewelry store. Everybody in the Bay Area knows the 150-year-old Gump’s — except Siri. She said, “There are three dumps in San Francisco, which one do you want?” I enunciated more slowly, spelling out G-u-m-p-’s. She ignored me and started telling me the addresses of the local dumps. I finally asked a passerby for directions.

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