"When you say 'that's so gay' do you realize what you say? Knock it Off."
Setting: A mall, a grocery store, a pizza place
The players: a group of girls or guys, a semi well-known actor or actress such as Hilary Duff or Wanda Sykes
The reason? A "think before you speak" ad asking, or rather, demanding, that the general public refrain from using the phrase "that's so gay".
Now, although this message is indeed an imporatant one, I think that there are many flaws in this ad. One, I feel that this ad is simply doing what it is trying to stop: it is associating the word "gay" with words such as "bad" or "stupid". In these ads, the famous character says something like "don't say something is gay when you mean it's (insert negative adjective here)". Now, in my mind, this is only telling me that the word gay is used to mean "bad or stupid" (even though gay is not even an adjective at all, but that is an entirley different battle). Second, saying "knock it off" at the end only makes me, as a consumer, feel a little threatend. I, personally, don't like when television ads/public service annoucement boss me around.
In short: good idea, bad advertisement. Then again, I don't have any better ideas, so who am I to critisize? I guess that's why I'm not on the career path to a job in advertising. My full (officially) quarter as a journalism student, however, has brought me to look at television ads with a much more critical eye (knowing that all ads must be relevent AND memorable, never either/or).
So what do you think? Let me know about some ads that you think are missing their mark, I'd love to hear it/discuss it with you.
5 months ago