Friday, November 2, 2007

Tecate lite commercials

If I ever get really rich, I'm going to start a public interest group to take out advertising spots to advocate how stupid other ads are, and/or provide more information after ads which are distortive, misleading, or just dumb.

Take, for example, Tecate Lite's recent ads, where the woman complains about beer bottles, and the man defends them as not beer, but rather cervesa. Now in case you don't know, cervesa is Spanish for beer. So either the guy doesn't know Spanish (he disproves this later), or he's a moron.

But moreover, the company making the spot is telling the listeners that they are morons, because you're expected to buy into this argument and realize the because they are using the Spanish word for beer, the product is better than normal beer, and sexy, and cool. No matter what you think about various beer brands (including Tecate you morons), using a different language does not change the nature of the product, nor does it make you cool for implying that your target audience is stupid enough to buy into it.

My hypothetical public service company would take out a follow-up spot, and clarify that the company is saying that people who buy this product are morons, and if you don't understand why, then by all means go ahead and buy it. And while you're at it, drink yourself to a Darwin award for the good of our species.

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