A cell phone is not an exercise device
Advertisers (aka the conscience-free) forget that some of those who are in the larger audience are a) older than 25 and/or b) have a memory span that is longer than the proverbial fifteen minutes. When a detergent company started misusing the piano music from Charlie Brown, I was able to grit my teeth and mute the TV. Pig-Pen was only a bit player in that study of life. The ability of the automotive industry to recycle is legendary; they, too are forgiven, for they know not what they do. The cell phone industry doesn’t escape my spleen ventilation quite so easily.
There’s a “new kid” up here in Canada, with an advertising campaign in both official languages that has nothing to do with communications. I’m not referring to the “Can you hear me now?” guy, or those that look like their dogs (in passing, just because MY dog has white fur doesn’t mean anything. OK?) The ads that have my attention are attacking something iconic, for anyone older than 35 and male. Here we go.
The ads last about 20 seconds, and show three aerobic athletes. The camera revolves around their stage, and the figures create very symmetric patterns. Any recall? Here’s a screen capture that might help.
For the younger set, this ad is a ripoff. A blatent copy of a classic. Even the twenty second duration is symbolic – we live in a faster world than that found twenty-five years ago. You see, back then, the “20 Minute Workout” was the gold standard. Twenty seconds didn’t even get you breathing hard.
Maybe the leotards were what caught the eye of the Canadian male, because we’d gone through high school surrounded by girls wearing those God-awful jumper outfits in school colours (PSCI wine). Any new athletic clothing came with bonus point, believe me. Besides, the series had an actual warning.
WARNING: The following program depicts exercises which, depending on your physical condition, may be hazardous to your health. You are, therefore, warned not to attempt any of these exercises without consulting your doctor. Even with such approval, each exercise should be done in moderation and should not be performed if tired or to the point of fatigue or pain. Do not over exert yourself.
That was clear enough for all of us who watched the series, which was on TV morning, noon and night. We were working out, just by being there. For a cellular commercial to exploit such memories is simply wrong. After all, does a simple cheap phone actually need you to consult your physician? Point made.’
For anyone feeling particularly nostalgic for the original series, there are short excerpts available on YouTube, and the original series producer has made one segment available as a DVD length download.
