[youtube=http://www.youtube.com/watch?v=o0EzeStwP5I&w=560&h=315]
You don’t have to know too much about football to know Terrell Owns (T.O.). His controversial career has made him quite the media tool. Before Carl’s Jr. grabbed him to promote their new heart-slowing Philly Cheesesteak Burger, my last memory of T.O was seeing him sobbing on some reality show. He’s well traveled, having played for 6 different NFL teams in his career. However, he’s perhaps most remembered for his misadventure with the Philadelphia Eagles, where his ego and apathetic attitude towards fans had him inevitably booted out of the city.
In the ad, we see T.O reflecting on Philly’s knifing cold (weather and people). Fans harrass him outside a hole in a wall, and although T.O misses the food, he reassures us that the Carl’s. Jr.’s Philly burger – along with a penthouse rooftop decorated with fine women – allows him to sleep comfortably at night.
What we learn is that it’s okay to be hated, as long as your “fuck you” statement is good enough. That’s the beautiful thing about sports and advertisement: they provide the outlet. In a way, a joint venture just made sense all along. T.O’s Carl’s Jr. ad is Michael Jordan’s final shot and sixth ring on the Utah Jazz homecourt. Could anything be sweeter?
I applaud the effort for its
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balls and creavity. We know that Carls’s Jr. is no stranger to racy content, but this time it’s not just sex that sells. PR nightmares do too.
The theme has been hot lately, even for the Beats by Dre camp. The ad below features Kevin Garnett using Beats’ new line of noise-cancelling headphones to drown out heckling fans as they spit and throw eggs at the team bus. What most people probably don’t realize is that it’s entering Barclay’s Center, which means that the fans represent the homecourt. More importantly, they represent the city of new York and the embarrassment that the Nets (and the Knicks) are causing on a world stage.
[youtube=http://www.youtube.com/watch?v=3yUj0Ta44DI&w=560&h=315]
Even though Garrnett looks visibly broken in the commericial, I still came out feeling that he’d won. Beats pushes their product flawlessly, which, in a way, is a big laugh in the face to all those fans. Shutting them up by not hearing them talk. It’s brilliant, and Garrnett’s in on the joke.
Here’s another version featuring San Francisco 49er quarterback, Colin Kaepernick, as he navigates through media skepticism and pissed-off Seattle Seahawk fans:
[youtube=http://www.youtube.com/watch?v=4Ttsx5squWg&w=560&h=315]
I couldn’t help but to think about Nike and how they’d never do something like this, at least not in this age. I can imagine a Nike and audio technology company collaborating on a brand of headphones, but I can’t imagine them using Kobe’s rape case and the hatred people had towards him as fuel for the advertisement.
Maybe the Tiger Woods story?
“LeBron heads to South Beach?”
I really can’t see any of it happening. Nike is too self-motivating of a brand, and their advertisments
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never teach us to be vicarious. “Just Do It” is personal, but T.O.’s bite into Philly is metaphorical. For Beats, the headphones do all the work.
The effect might not work for Nike, but I think the two above nailed it. Don’t be surprised if you see more of this in the future, but either way, I’ve enjoyed the trend so far.
