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TV Advertising. Self-Deprecation: The Future of TV Advertising?

Television advertising once followed a fairly predictable and mundane model. In the 1980s and 1990s, commercials often featured healthy, attractive, and thriving people enjoying a myriad of products. The message was clear: use our (fill in the blank) and you too can be admired, wealthy, and sexually successful. It didn’t matter, for instance, if you pounded Coors Light after Coors Light all day in the hot summer sun; you were going to score during that flag football game and with the pretty girl playing wide receiver.
Spend a little time watching television in 2008 and it’s clear those days are coming to an end. Companies such as Hardee’s and Keystone Light are beginning to poke fun at themselves and their target audiences in the hopes of embracing their perceived and real shortcomings. Truck drivers argue over who gets to pick the melted processed cheese from a Hardee’s wrapper. Unshaven guys in sweatshirts buy twelve packs of beer at the corner convenient store while simultaneously making fools of themselves in front of beautiful women. The message in these commercials is clear as well: we think you’re a bunch of losers, but please buy our cheap and disgusting products anyway.
But what if other industries embrace this form of self-deprecating sense of humor in their TV advertising? What would be the result? What the Future May Hold Viagra --- Should the king of erectile dysfunction choose this form of TV advertising, the results could be legendary. We can only hope the humiliated men and lonely women are saved by the little blue pill before the laughter subsides. Valtrex --- No more couples snuggling after a nice bike ride along a beach path. Viewers will be subjected to shameful visits to the doctor and mortifying confessions about how someone didn't leave everything behind in Vegas.
Weight Watchers --- While Subway’s Jared might be an inspiration to overweight people today, the future weight-loss industry could receive a nice boost after this well-known giant calls out its obese customers in a nationwide ad campaign.
Hooked on Phonics --- What better way to encourage the illiterate to read than by poking fun at them in between innings of a Mets game on a Sunday afternoon?
Kmart --- Kids have been insulting each other on playgrounds with “blue light special” jabs for decades, so why not insult them as adults as well with that Labor Day Sale for Poor People commercial.
The Reality TV Ad
Of course, the chances of these companies ridiculing themselves and the very people they need to survive are significantly slim. But boundaries that were once considered taboo have been breached time and time again. It’s clear that the tone of TV advertising has shifted, the only question really is how far it will shift before the public realizes it is the butt of the joke. Order TV Spot or Corporate Video (also HD)

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