If you read our Super Bowl recap, then you may be aware of our distaste for the manic spectacle that is the SoBe lizard commercial campaign. Sadly, SoBe didn't just create the lizard spots for the Super Bowl, no -- they're hellbent on continuing the onslaught of visual diarrhea and disturbing CGI for the foreseeable future, if not forever.
Their latest ad isn't much different than the Super Bowl one -- except that there's no Monsters vs. Aliens tie-in -- but it's especially stupid for several reasons, which I'll get to after I make you watch it with me:
Now, in the Super Bowl version, you had three NFL players performing ballet. It was clear they were NFLers because it was during an NFL game, and the guys were big, and Ray Lewis was in it. Now you just have Matt Light who, and I'm sorry if anyone is a big football fan here, just isn't a household name. He's a Pro Bowler, but on his own, and donning a white spandex suit instead of a jersey, he just looks like a stupid fat guy spazzing out. It's taken completely out of context, and it looks weird. I can't decide if it hurts more to watch Light dance around like a buffoon, or to watch the agonizingly bad animated lizards.
And then the last scene shows Light pouring a milky liquid all over his face and then suddenly metamorphizing into a freaky lizard that looks like it was animated in PowerPoint. Is this included just to scare children? Or does some part of this equate into increased demand for Life Water?
Hopefully this lizard business will stop. We've seen enough. We've shoehorned in enough weird properties and celebrities into the lizard ads, and we're certainly had our fair share of low-grade computer animation. I would love to see SoBe do something decideded un-lizard for their next campaign. Maybe something that has to do with a health drink? Oh yeah -- being relevant. That's kind of important in marketing.