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

Tis the Season for Cats and Sheep

Whether pushing soft drinks, electronic games, clothes or jewelry, all the TV ads during the Christmas season seem alike. They are packed with every Christmas cliché — a rosy-cheeked Santa, cute kids in pajamas, elves, reindeer, snow, families gathered around the Christmas tree basking in the warm glow of a fireplace. If you’ve seen one Christmas commercial, you’ve seen them all – and can’t remember any of them, much less the product they’re promoting. So, it is refreshing to see some retailers strive for originality. Here, Brooks Brothers and Walmart chose animals to celebrate the season by singing “Jingle Bells.” There the similarity ends, and the fun begins.

Happy holidays, everyone.

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