Tuesday, December 02, 2008

Girl Sucks Up Her Own Vomit



This 'use a condom' commercial by DLKW is super well directed, and I love the 2 (two!) scenes where the girl sucks up her own vomit - genuinely haven't seen that before - but something about the ad bothers me.

I think it's this: there's no reason why the ad should run backwards. Compare with a legit use of the device - an old ad for BT that showed an engineer 'unsnipping' phone lines because thousands of people were 'coming back' to BT.

Anyway, it's rude to criticise without being constructive. So here's how I would have constructed the ad: there's a great visual parallel here between the alcohol-induced vomit and the pregnancy-induced vomit. That tells the whole story. Put the first one at the beginning and the second one at the end, and suddenly you've got a structure that makes sense.

My version's better, right? I would put it together myself on iMovie, but I haven't got that much time on my hands.

41 comments:

Anonymous said...

yes.

Anonymous said...

Without the reverse treatment I think the ad would be boring. The sucking up of vommit makes the ad interesting to watch. It's a visual gimmick masking an old message of drink lowering inhibitions. I watched it twice because of it, the other way around I probably wouldn't have. Swapping the scenes as you suggest would probaby just confuse people - it has me.

Anonymous said...

There was an ad directed by a Swede lady called Emma Hvengaard that showed people on a night out being sick in reverse. Bit obscure and I'm certainly not berating the creatives but does anyone know what happened to Hvengaard? She was rather good I remember. And blonde. And Swedish.

Bloggy blog blog said...

nice use of vomit. i think i stepped over the ambient part of the campaign as i walked home late last night.

Anonymous said...

Think it makes more sense as is; positions the party/pregnancy as a mistake that has the power to be undone with a bit of foresight. Run it forwards and its a bit preachy.

Paul said...

Boring idea disguised by a cool director. Next

Sell! Sell! said...

I don't know Scampi, I just saw this on a reel and thought it was good - I agree the direction is excellent.

I thought the reason it was backwards was to start with the horrible moment that everyone in that position is scared of.

Then work back from that point to show how it came about from a normal-ish chain of events that could happen to anyone if they weren't 'prepared'.

It was interesting to watch. kept my attention, and made its point.

That's pretty good.

Anonymous said...

My version's better right?
How pompous is that?
It's a shame you haven't got the time on your hands to put it together on imovie to really illustrate how wrong you are.
You're clearly too busy CD'ing ITV ads with Girls Aloud.

If This Is A Blog Then What's Christmas said...

I'll tell you what's wrong with this ad (yes, me). When you're sober you might think it's a great idea to wear a Johnny. When you're shitfaced you might just forget that.

All the backwards nonsense is a way of disguising an ad that says, rather unsurprisingly, 'if you get drunk you might shag without a condom, and if you do that you might get pregnant'.

Thanks for the scoop. Does the next ad show a shit going back into a bear's anus as it squats in the woods?

Anonymous said...

scamp. are you tired or something?

Anonymous said...

it felt like a better ad for responsible drinking.

Anonymous said...

1:47 PM

i'm glad to see you don't get the point.

can you go away and do 1000 lines of 'i shouldn't post about things i don't understand'

Bloggy blog blog said...

ITIABTWC,
yes it does.
but i think the start point is someone trying to polish the shit first.

Anonymous said...

The reverse treatment will be what grabs the viewers attention. There are quite a few ads that try to warn people of the dangers of roads, driving, smoking, rail crossings etc. so something novel stops it feeling like an obvious 'lesson'.
Its clearly aimed at young people so I think it was right to make it as visually interesting to get the message to their audience. Even if the message is as simple as it is.

Charles Frith said...

The kind of teenage girls who seek intimacy through casual and drunken sex are likely to have a high threshold for advertising aimed at them. Show a drunken girl getting laid and they may just switch off from the ad at the get go.

Sucking up the vomit right at the beginning is a terrific way to keep that difficult to retain attention.

That seems to me to be a possible explanation for a more complex narrative structure. Let's face it, apart from sucking up' the vomit there's not much thats unusual.

Anonymous said...

1.57
If the point isn't, to quote Ben, 'if you get drunk you might shag without a condom, and if you do that you might get pregnant', then please elucidate. What is the point? I might need to join him on the punishment exercise for those that don't understand.

Anonymous said...

What does Richard Hayter think?

Anonymous said...

I'd imagine Richard's busy imparting his wisdom on Brand Republic.

Anonymous said...

scamp you're suggestion would make a real bad ad.

Anonymous said...

2.55
Art Director?

Anonymous said...

2.55 Nope, I reckon that's a touch-typo - it's a phonetic error. £50 says it's a copywriter.

shitty shit shit said...

£50 says it's the art director of the ad in question.

wade said...

"...I love the...scenes where the girl sucks up her own vomit - genuinely haven't seen that before - but something about the ad bothers me."

Well, now. There's a critique you won't read every day.

boot1947 said...

Am I the only person in the world who really doesn't want to watch vomit, either pooled in the street, or being sucked up on telly?

"The sucking up of vommit makes the ad interesting to watch." God, so THAT'S what it takes to make an ad interesting - and I'd been wondering.

Anonymous said...

I'd have shagged her up the arse.

No problem.

Anonymous said...

The words "borrowed interest" spring to mind

Anonymous said...

Scamp, what is the big deal with the vomit scenes? So vomit, guns, crude situations make an ad instantly interesting because it's oh so daring...

Being (or trying to be) edgy is a tired cliché these days.

Anonymous said...

I think DLKW are doing some pretty nice work at the moment. Who's CD there?

Anonymous said...

Will there ever be an ad that everyone rates? Will there ever be a boy born that can swim as fast as a shark?

Scamp said...

I dunno, 4.19. Things that are unusual and dramatic - like vomiting and guns - are just intrinsically more interesting than things that are everyday and undramatic, like going to the post office. Aren't they?

piffy piff piff said...

4.27,
you tell us your name and that is your answer.

Anonymous said...

yeah...big creative renaissance at DLKW.

Is it Harmony Korine?

Carb Free Creativity said...

it's not from a Youtube clip. But it's the same technique/idea used at the beginning of the film Rules of Attraction. Anybody seen it? Not sure if you can call it a direct lift. But the beginning scene of the film was in a house party.

Anonymous said...

it's not really lifting if it's been done more than, say, 100 times before. it's just lazy.








and boring.

Anonymous said...

i'm so bored of seeing a 'can i get a rewind' in tv ads these days. (vodafone, road safety (kill your speed) and this to name but a few.)
craig david should get a job in a creative department...he might be more successful.

john w. said...

I dunno Scamp, have you been to the post office lately?!

john w. said...

Forget vomit surely this is what it's all about Scamp?
http://uk.youtube.com/watch?v=T7YRxO7GEpk

Anonymous said...

creative Renaissance?? Don't make me laugh! In an agency run by suits? I freelanced there over a year ago and then again recently. The difference is unbelievable. They've managed to turn a happy, fun, energetic creative shop into a scared, dull, retail studio. Awful and very sad.

Anonymous said...

5.36
This ad doesn't look particularly 'scared, dull or retail' to me. And DLKW haven't done a 'song' since Betts and Green's departure. 'Renaissance' may be too strong a word, but there's some good stuff coming out of there these days - and surely the lack of song'n'dance commercials polluting the airwaves is something we should all be thankful for....?

Anonymous said...

could someone tell me when and on what channels this ad is aired, i have a phobia about sickness and can't even watch this ad so to know when it's aired and on what channel would be helpful

alcoholism said...

The best ad to promote probably is alcohol awareness and responsibility. The information that would be given can help in showing the effects of alcohol to the health.