Monday, February 15, 2010

Annoying. So annoying.'s ads used to be... well, stupid. But in a sort of affable way. Like this:

See? Stupid. I see this and think "Reviews from people like me? How much of a weirdo do you think I am?" Nevertheless, there's a kind of good-humored air about it, like they're implicitly admitting that they're just trying to have a good time with their advertising.

Not so anymore.

Fuck this ad. Okay? Fuck it.

First of all, the question is thoroughly begged when you name your main character "Smart." What is that, even? Last name? Nickname? Ah, who the fuck cares.

Woman: "What's up, Smart?"
Smart: "Being smart."

Fuck you.

Smart: "Yep, just booked my tenth night on, sooo... I get a night free."

Oh my God, you super-genius, you! You... took advantage of a company's offer! I hope you needed all those ten nights. Otherwise you're like moms who come home with three 12-packs of Coke because it was on sale, even though no one in the house drinks Coke. As it is you're like someone bragging because he got the final stamp on his Subway Club card. No one cares, douchebag.

Smart: "You, me, getaway."

"Sexual harassment. So sexual harassment."

Woman: "Really? Where?"
Smart: "Anywhere you want."
Woman: "A bed and breakfast?"
Smart: "Bed and breakfast? Check."
Woman: "A place by the beach?"
Smart: "A place by awesome."

Again, fuck you. Also, that second place is clearly not a bed and breakfast. What are the odds she was changing her request entirely as opposed to modifying it to "a bed and breakfast by the beach?" Some fucking smart guy you are.

Woman: "Oh! You are smart."

Sound the editorializing alarm! Also, why the fuck is he smart? I guess taking advantage of a rewards program is smarter than not doing so - assuming you already have reason to be booking a significant number of hotel rooms - but it hardly makes you a super-genius, any more than clipping detergent coupons out of the Sunday paper qualifies you to run NASA. It's not that I think should talk about their product in an equivocal fashion, but how about not giving us a pitchman at the apex of obnoxious douchiness? (I also love that even in Claymation that woman is clearly way too hot for him.)

Announcer: "Accumulate ten nights and get a night free. Welcome Rewards from Smart. So smart."

Again, I'm not saying this isn't a good deal. But do you have to pose it in so smarmy a fashion? This is maybe one rung above Hyundai's "Big Duh" sales event of 2007. Is it really so hard to suggest that something is a good idea without insulting the audience's intelligence?

In conclusion... fuck this thing.

1 comment:

capewood said...

The first spot was ok. I wasn't as bothered by the second one as much as you clearly are but I agree, what's the big deal. We're planning a trip this summer and I considered booking through The rent 10 nights get one free didn't do much for me. We stay in a hotel maybe 5 nights a year, if that often. And in fact, I got a better deal than by booking directly with the hotel.