Saturday, September 25, 2010

And the award for least comprehensible plot in an ad this year goes to

I guess the footage in this ad was just so golden that they had to keep it, even when they decided to change the entire plot.

Kid: "Hey Parker, wanna race home? Bet I can beat you there."

Unless you are blind, it is staggeringly obvious from the visual cues - the way the kid gestures with his hand, the way Parker takes off running, Parker's hiding behind a tree (clearly an advantage in a footrace), etc. - that this commercial has nothing to do with "racing home." Parker is going to get the shit kicked out of him if he doesn't make it to his house ahead of these kids. I'm guessing that focus groups did not like the plot of this ad, and thus it was changed, but the random kid playing Parker had already been paid ten million dollars and so Chrysler felt like they had to overdub it rather than simply spend six hours shooting a new version of the ad in which the kids were actually racing. Or maybe they just figured it wouldn't make sense regardless and opted to cut their losses.

Voiceover: "With its 43 safety features, like the Parkview rear back-up camera..."
Mother: "Hi, sweetie! There you are!"

What? So... she was looking for him, because they needed to drive somewhere I guess, but he only just arrived home from school and jumped into the open trunk of the car, and meanwhile she was in the front seat with her seat belt already on. Could the plot of this ad possibly be any more incomprehensible?

Voiceover: "Electronic vehicle information center, and rear cross path detection system, now available in the Safety Tech package, the Chrysler Town and Country is a safe bet to make."

Meanwhile, the bullies sit on the lawn... of Parker's house. Are they just going to wait for him to come back and kick his ass then? And really, what did the car have to do with any of this? "Oh man, if the Chrysler Town and Country didn't have an electronic vehicle information center, Parker's ass would be grass right about now!"

Honestly, is it that hard to tell a coherent (or in any way relevant) story in 30 seconds? It's 30 seconds! How can it be that difficult to hold your plot together? I mean, let's face it - even if the commercial had never been changed and was always about bullying, it still makes no sense after about the ten-second mark, because why is the mom already in the car and where are they going? Why wouldn't she just pick him up from school, rather than him having to run a significant distance home only to get immediately into the car and drive away? Is that even his house? If it's not, how did he know she would be there? What the fuck does any of this have to do with safety features, other than that an announcer is listing a few as we watch this nonsense unfold?

The one piece of evidence that the ad actually involves a "race" is Parker sticking out his tongue and then grinning at the bullies as his mom drives away. I can see doing that if you just won a good-natured race. I can't really see doing that knowing that you have to go back to school the next day, with the exact same bullies, and eventually you probably won't be able to outrun them given your enormous backpack and their lack of same. But hey, none of the rest of the ad's plot makes sense. Why should I expect it to start doing so in the last ten seconds?


capewood said...

I just saw this commercial the other day and I was struck by the same questions. Why was Parker's mom sitting in her car with the back gate open? Why did those kids look so frustrated just because they'd lost a race? And, Does that kid have a death which sticking his tongue out like that?

Randy Medina said...

OMG I am tearing up reading this. HILARIOUS!!!

Anonymous said...

They did indeed redub this. In the original the bully says, "Run, Jew. Run for your life!"

Anonymous said...

maybe the next ad crysler will make is a kidnapper asking "hey parker...want some candy?"