Unbelievable!

Funny, all my life I've listened to my Mom complain about movies, commercials or TV shows for their lack of believability. Granted, she is way too literal--like when watching a magic show and complaining that there's really no way anyone could endure the blades in the box while being cut in half.

"It's a trick mom...you know that, right?"

Or her disdain as to how the Harlem Globetrotters can really win all the time. Those poor Nationals...

"Never mind Mom..."

So I guess it's no surprise that over time I find myself falling prone to some similar levels of criticism, especially regarding commercials.

For instance, this morning I saw a Folgers spot where a long-gone prodigal son arrives at his home's doorstep way early in the morning, greeted by his all too admiring sister. She's been waiting up all night for him, but he reminds her, "It's a long way from Africa..." Hmmm. Never mind me wondering why he was there to begin but if I were coming home from a long trip and world adventure I'd sort of expect my family to pick me up at the airport, right? But not in this commercial. Mom and Dad  suddenly smell the Folgers in their pot and say, "He's here!" Nice parents. Make the son get his own way home AND make the coffee. Sort of a hard to believe situation made up just to smell the coffee.

Or what about the constantly running Chase ad where the former Victoria Secrets model, married to Joe Schmo, announces herself proudly, regaled in a beautiful dress. Hubby then goes into fantasy-land about all the things they could do with their points--obviously inspired by his wife's beauty. She keeps reminding him they can't use their points. Hmmm. Sure they can. But no...turns out wifey spent them all on that dress. Which means it cost a ton given his dreams were a cruise or boating, etc. $$$! Now, call me crazy, but if my wife used up that many points without discussing it with me first I would probably blow a slight gasket, regardless of how stunning she looked in it. And in discussing this with friends it's kind of universal...not very believable.

Okay, it's just TV, I know. All the Kay commercials aren't very believable either. Or the surprise Lexus in the driveway to the unsuspecting spouse. Or the BK break-in to McDonald's for the egg McMuffin secret recipe. (But at least that's funny and works on a whole other level.)

I guess my point is, without getting to the level my Mom is at, I find commercials that have to work really hard at setting up scenarios that none of would ever find ourselves in feels disingenuous. Slightly annoying if not a tad offensive. And they certainly disrupt the moment when doubting...

I've had to spend a considerable amount of my career reminding clients to avoid being so literal and over thinking every detail so I understand what fine line exists between creative liberties and reality. But a lot of what I am seeing lately just crosses the line into the 'contrived'. And obviously contrived. Even worse.

I think it's wise to consider some real-world human behavior in anything a company produces. And while not wanting to kibosh creativity, I would advise some reality sprinkled in for good measure. Like my hero Leo Burnett always promoted, "the believable, the fresh, and the memorable".

That's all I'm asking for.

Now...how unbelievable is that CBS campaign to gift a pap smear for Christmas? That's another post altogether.

Cheers.

Stephen

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