Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts

Saturday, April 12, 2014

Life Imitates Art or Too Funny to Be True?

[post 373]

Do the Keystone Kops ride again? This "dumbest cops" video has gone viral, billed as "actual bank robbery in Detroit."




You know me, I love examples of physical comedy in real life, and this sure would be funny if it were true, but it ain't. (Darn.) It's actually footage shot by an observer during the filming of this 2008 Chevy Mailbu commercial!



That choreography was just a little too perfect!

But this one, on the other hand, is more likely legit, and almost qualifies as a perfect three-part gag — except that there are four crashes. Well, we could edit that!

Keep your eye on the motorcyclist in white first visible in the upper-right-hand corner; first crash is at 7-second mark. Be sure to watch till the end....

Friday, April 13, 2012

Push to Add Drama

[post 261]

And comedy...



Thanks to Vanita Nadaraj for the link!

Wednesday, September 14, 2011

What Advertisers Really Think of Us

[post 191]

Two compilations of "doing it all wrong" moments taken from tv commercials that promise to fix all that.

Part one — help!



Part two, not quite as funny.



Thanks to Jimmy Meier for the link!

Sunday, September 11, 2011

Beating Yourself Up... the VFX Way

[post 189]

In July, I did a post on Beating Yourself Up for Fun & Profit.  Good stuff, if I don't say so myself. Planning my Bloomfield College visual effects class for the fall reminded me of this pretty sharp VW commercial. All VFX, but a variation on the same theme...

Wednesday, May 18, 2011

Ronald McDonald: Obese Creep or Physically Fit Comedian?

[post 138]

I thought some of you might get a chuckle over this piece from the Salon.com web site.  Opponents of Mc Donald's lay some of the blame for childhood obesity directly on the company's trademark clown, but Mickey D's PR people claim he's a symbol of physical fitness.  You decide....


You can read the whole article here.

Monday, February 8, 2010

Super Bowl Commercials


[post 066]

We interrupt all these reports from San Francisco to bring you this emergency message. There was a Super Bowl yesterday. There were a lot of commercials. Advertisers paid $3 million for a 30-second spot. The least you could do is watch.

Yes, this post is yet another example of the stupid things you can end up exploring once you start writing a blog like this (and by you I mean me). Since Super Bowl commercials supposedly represent American advertising at its best, I was hoping it would prove incredibly illuminating to see what role if any physical comedy played in these ads. Of course this means I actually had to watch all of them, for which each and every one of you should be paying me very large sums of money.

I did find ten commercials sortakinda worth your 30 seconds.

Bud Light: Light House
A party at a house built out of Bud Lite beer cans. The catch is that the cans are not empty, so the guests can't resist grabbing a can to drink and, well, just imagine the consequences.



Grade: B
Keaton's One Week it ain't, but funny enough; maybe I'd give it a higher rating if the beer weren't so piss poor.



Snickers: Betty White
Snickers candy bars give you instant energy, and if you don't have energy you might play football like 88-year-old actress Betty White.



Grade: B–
The two tackles are well done, but I didn't get the lack of transitions between old and young. Morphing anyone?



Focus on the Family: Tebow & Mom

More unnecessary roughness as another defenseless women gets blindsided in this rather odd commercial by a Christian family group.



Grade: C+
Funny idea but they didn't get enough out of it. I would have liked to see them do more with the hit and with her reaction. Can't she drag him for a couple of yards?



Doritos: Dog Gets Revenge
Live-action dog mixed with CG effects to prove how irresistible Doritos are.



Grade: C—
Sorry, the stiff animation was too distracting for me to be amused by this. Real dogs are cute but...



Doritos: Playing Nice
Guy arrives for date with hot single mom whose son slaps him as a warning to lay off the Doritos and lay off his mom.



Grade: B+
Funny, economical, good enough slap. I think reactions sell the gag, so I would have extended that final stare-down a few more seconds. C'mon, what's an extra $300,000 to milk that laugh?


Doritos: Miracle
A guy fakes his own death so he can be buried alive in Doritos and watch the Super Bowl in peace. Makes sense to me. But who can sit still during a football game?



Grade: B—
Did I mention that reactions sell the gag? I wanted more of a take on the churchgoers before the friend jumps up to save the day.



Budweiser: Body Bridge
The bridge is out so how will that Budweiser truck get through??



Grade: A—
I still don't like the beer but I love the image. Remind me to append this to my long piece on human pyramids.



Career Builder: Casual Fridays
When casual Fridays go too far. More physique than physical, but...



Grade: B
This commercial immediately preceded a Dockers commercial with men walking around in their underpants. Is there a movement afoot that I don't know about? Anyway, funny enough, I liked the boldness, but two problems: Aren't most people these days more concerned with having a job, preferably one with health insurance, than they are with things getting too loosey-goosey at the workplace? And though like you, dear reader, I happen to have a perfect body, do they really need to take cheap shots at those who don't?



KGB: Sumo Wrestling
Information is power. Lack of information = instant death by sumo.



Grade: B—
Again the moment of impact is not shown. Conscious decision or shortcut? I'm visualizing all 600 pounds of Sumo Jelly soaring through the air and flattening this guy, all in slow motion.


Coca-Cola: Sleepwalking
Shades of Harold Lloyd as our hero threads his way through unseen horrors.



Grade: B

I liked bumping into the elephant best.
_______________________

Those were my top ten, but there were a bunch more with physical comedy elements, including the following:
• A Hyundai Sonata ad with dozens of hands lifting a car like some Pilobolus dance piece.
• A Boost Mobile ad with retired football stars trying to sing and dance, exposing body fat and even a thong.
• A Bud Light ad in which the imminent annihilation of planet earth triggers a wild Bud Light party at an observatory.
• A Volkswagon ad that instructs us to punch the one we're with when we spot a new VW.
• An Emerald Nuts ad with humans as performing dolphins.
• A Doritos ad that proves stealing Doritos has its consequences.

You can see every single Super Bowl ad by clicking here, not that I would necessarily recommend it.

Okay, perhaps not "incredibly illuminating," but notice that a lot of them did have physical comedy roots. It sure seems to me that there was more of this, and more live-action than animation, than in previous years, but I think I'll leave it to someone else to explore that trend. And as much as I like physical comedy, I thought the most effective ad was probably the cars.com commercial. Of course there are plenty of polls online expressing different (= less valid) opinions.

And I'll close with a funny hors-de-compétition commercial from SunLife involving Cirque du Soleil performers. It's not physical exactly and it was actually aired during the post-game show, so you won't find it among the galleries of Super Bowl commercials, but I like.




P.S. — Braveaux, Saints! But next year J-E-T-S all the way.

Friday, January 15, 2010

Wacky Japanese Commercials

[post 055]

We all know how hard it can be for a Hollywood star to make ends meet these days, what with the economy and all, which is why so many famous actors and directors have to choose between waiting tables and doing Japanese commercials. These commercials are so demanding that only a select few choose to go this route. Thanks to guest poster Jonathan Lyons for alerting me to a practice that recalls the slave trade of centuries past.

If you think I'm exaggerating, just look at Brad Pitt being forced to lift a 600-pound sumo wrestler in this Softbank commercial directed by none other than Spike Jonze.






Serving you any way necessary, indeed! Apparently Brad did have some help from wires, but I suspect that was meant to protect Mr. Sumo and not our beloved Brad.



And as if that weren't enough, Brad was forced into a second humiliation, humbling himself as the wrestler's nursemaid in plain view of the clientele at a fine dining establishment.




I know what you're saying: what's next, changing his diapers?

Well, they do say bad luck comes in threes. Big-Shot director Wes Anderson, who happens to be a Big Fan of Jacques Tati, filmed another one of these Softbank commercials, this time forcing Pitt to wear a hideous yellow outfit and do a weak imitation of Tati's Monsieur Hulot character. Bad idea. If you read internet comments — and they are like The Bible to me — no one knew who Pitt was imitating or why he was stiffly bending his torso like that.



I should stop there, but as it turns out Brad Pitt isn't the only inglourious basterd being forced to make a fool of himself on the other side of the globe. Even Quentin Tarantino needs to rake in some occasional chump change.




I told you we shouldn't have let SONY buy MGM.

Thursday, January 14, 2010

Diesel's New "Be Stupid" Ad Campaign

[post 054]


I returned from San Francisco last night and found Manhattan's West 4th Street subway stop plastered with posters for Diesel's new ad campaign based on the theme "Be Stupid." Apparently the idea is to equate "being stupid" with being a daring non-conformist, with such tag lines as:

• Smart Critiques, Stupid Creates
• Only the Stupid Can Be Truly Brilliant

• Stupid is Trial and Error. Mostly Error


I guess this is supposed to be like Apple's "Think Different" campaign, though a few advertising blogs I checked out weren't all that impressed. As for me, I'm not sure which is stupider: thinking it really matters what kind of pants you wear, or paying $180 for a pair of blue jeans instead of donating that money to the Haitian relief effort.

What interested me was that most of Diesel's graphic depictions of stupidity are right out of the physical comedy playbook.


















Sunday, November 22, 2009

Stunt City

[post 037]

Hey guys, imagine you lived in a city where every move you made was a death-defying Hollywood stunt. Well, if you think that might get you a little wet under the arms, then you need Rexona, the man's deodorant. That's what I learned from this funny enough commercial, Stunt City. It was filmed in Australia for a UK audience and won a Gold Lion at the Cannes Lions International Advertising Festival in 2005. Directed by Ivan Zacharias; visual effects by The Mill.

Saturday, May 16, 2009

On the Shoulders of Giants — From the 2-High to the 1200-High

[post 008]


Installment #1

19th-Century Pantomime meets
21st-Century CGI


I thought it would be cute to begin a series entitled "On the Shoulders of Giants" by talking literally about standing on shoulders, what is commonly referred to as the "2-high." Pile on more bodies, perhaps flying off a teeterboard, and you get a 3-high, a 4-high, etc., but I sure am the wrong person to ask about this. I was pretty good at your basic 2-high, but that was it. I can still see Fred Garbo, somersaulting at me off a teeterboard some thirty years ago in a Gregory Fedin – Nina Krasavina circus class in Hoboken, NJ. Garbo was wearing a mechanic, maybe even coming in at reduced speed, probably weighed all of 135 pounds, but all I wanted to do was duck. I think he landed on my shoulders once or twice, and I managed to grab him, sortakinda, but I doubt I actually saw much of this.

Update: See post 013 for some fantabuloso partner acrobatics from 1902-03 by the Julians Acrobats, with a lot of two-high variations.

The proper technique for the 2-high has been laid out quite thoroughly in Circus Techniques (pp. 68-72) by Hovey Burgess. [Full disclosure: I was an editor on this book, and Hovey was my first understander back in my NYU days, back when the Delaware Indians still ruled Manhattan.]

And yes, the 2-high is indeed executed by performers known as the understander and the topmounter. Karen Gersch, a skilled understander herself who once bravely had me on her shoulders as the middleman in a 3-high, remarked that understander was one of her favorite words in the English language because of its double meaning. Likewise, Corky Plunkett, father and understander in a family acrobatic troupe that was featured in a couple of circuses I was in, liked to say that "in acrobatics, you put the brains on the bottom of the pile." This may not be what Shakespeare had in mind when he penned this bit of repartee for Two Gentlemen of Verona, but I've always liked to pretend it was:

SPEED: Why, then, how stands the matter with them?

LAUNCE: Marry, thus: when it stands well with him, it
stands well with her.

SPEED: What an ass art thou! I understand thee not.

LAUNCE: What a block art thou, that thou canst not! My
staff understands me.

SPEED: What thou sayest?

LAUNCE: Ay, and what I do too: look thee, I'll but lean,
and my staff understands me.

SPEED: It stands under thee, indeed.

LAUNCE: Why, stand-under and under-stand is all one.

___________________

So let's see where the laughs might come from with a 2- or 3-high — or for that matter a 31-high. I see two kinds of possibilities, because it seems to me that it might be useful to divide physical comedy into two categories. Now don’t you go frettin’ that I’m getting all intellectual on you here. Hey, I made it through grad school without understanding semiotics (though I did teach it once). But there are two types, and yes, this will be on the exam. (TOTAL DIGRESSION: one of my favorite quotes is “The world is divided into two kinds of people: those who believe the world is divided into two kinds of people, and those who don’t.”)

Did I mention there are two types of physical comedy? One is presentational, and in this case would take the form of comedy acrobatics, though of course there's also comedy juggling, comedy magic, etc.. The performers present (attempt) an act of skill in the here and now, but get laughs along the way, usually through a series of mishaps that are eventually overcome. The other approach uses physical comedy within a storytelling structure, featuring characters in a real-life situation. The characters and the situation are often exaggerated, but there is a narrative that does not take place in the here and now. Just think of your typical silent film comedy. As you will find, I am a big fan of both (you want me in your audience) but my deepest interest lies in the use of physical comedy within a narrative framework. What can I say? I like stories, I like content and context, and I like what physical comedy can say about the life we live. You don't have to share this bias... just letting you know.

Comedy Acrobatics & the 2-High
Most of the comedy acrobatics I've seen centering around the 2-high involves the topmounter's clumsiness in getting up there, slipping and falling on the way, and causing the understander to grimace pretty much non-stop. If the topmounter is female and wearing a dress, she might even falter and end up with the understander's head under her dress. It's been known to happen. In public.

I don't have the perfect comedy acrobatic clip for you, but here are a few brief seconds of such clumsiness from a routine by two unnamed acrobats on the old Colgate Comedy Hour. [Anyone know who they are?] Notice the foot on the face.






In The Playhouse, Buster Keaton's spoof of Vaudeville, a Zouave acrobatic act has to be replaced at the last moment by some ditch diggers from down the block, with the inevitable clumsiness.





The "broken column" dismount from the 2- or 3-high, as seen in this drawing from Georges Strehly's 1903 classic, L'Acrobatie et les Acrobates, also usually gets a laugh. I'm guessing the laughter comes from the relief of tension, but you might have to ask Freud to be sure. The whole column tilts forward, staying in a straight line until the last split-second, when they all bail out into some variation of a forward roll. This can be done with two people but is much more visually arresting with three. I even saw three Taiwanese women acrobats go directly from a 3-high into a 3-person peanut roll and then roll backwards right back up into a 3-high.
Wow! indeed.
[Note: a peanut roll is what the "Colgate" acrobats do at the end of that video above.]

Just to prove I can still translate French, this is what Strehly wrote about it:
One of the most original and unexpected moves is the broken column. The performers, balanced in a 3-high, let themselves fall forward and, at the moment when they are about to hit the ground, detach themselves from one another and complete the fall with a saut de nuque.

And what exactly is a saut de nuque? Translated literally it's a neck dive, and is explained by Strehly as follows:

The saut de nuque, uniquely reserved for clowns, at first resembles the saut de lion, but instead of having the arms in front of the body, they are left glued to the body and, at the moment when it seems that the head is about to smash into the ground, the chin is brought to the chest so that it is the neck or, to be more precise, the muscles in the cervical region that break the fall.

Here's a video clip of the acrobatic team Quatour Stomp doing a broken column from a 2-high, atop a table no less, though with a fairly early break and with a conventional forward roll.




And Strehly adds a variation I'd never heard of:

One increases the difficulty, but not the effect, of this cascade by falling backwards. At the moment when it seems that the three performers are about to land flat on their backs, they disengage from one another, execute a half-pirouette, place their hands en parade, and complete the movement with a saut de nuque.

I don't know, I've never seen this done, but I'm betting it would increase the effect for me big time. [And no, I'm not positive what en parade means, though I could guess. Neither Harrap's nor the internet are any help, but I'd be happy to hear from any of the 90 million francophones out there, most of whom I assume read this blog.]

Update:
a poster of the Trevally Acrobats (1907-8):



Storytelling
If you're telling a story and one character is standing on another's shoulders, there's got to be a reason. You can't just stand there and shout "Ta-Da!" Maybe you're trying to reach somewhere you shouldn't be. If so, you might need to make a quick escape. The classic example of this is from Buster Keaton's 1920 silent short, Neighbors. Keaton is in love with the girl next door but can't marry her because the families are arch enemies, so elopement is the only answer. Unlike Romeo and Juliet, this one has a happy ending thanks to some, er, understanding friends.



Even given that the bride-to-be topmounter is replaced by a dummy in most of the shots, the dexterity with which the three-high disassembles and reunites to make its way through the neighborhood obstacle course is amazing and transforms what is usually a static stunt into a refreshingly original chase scene. Skill, story, and comedy merge perfectly.

Keaton was an incredibly creative comedian and filmmaker, so it would not be surprising for him to have concocted all this on his own, but he was also a Vaudeville veteran who had not only performed with his family's knockabout troupe since the age of three, but had no doubt worked on the same bill with hundreds of other physical performers along the way. So I was not all that surprised to come across this poster of the Byrne Brothers' Eight Bells while doing
research for my Clowns book.






Notice the sneaky three-high off to the left, carrying off a trunk, not to mention the ladder pivoting on the fence, which also is a major physical gag in Neighbors. Eight Bells was performed by the Byrne Brothers from 1890 to 1914, when it was replaced by a similar piece, An Aerial Honeymoon. Keaton had begun performing in Vaudeville before the turn of the century, so I'd say the similarities are hardly coincidental.


Human Pyramids in a CGI World

Fast forward to the 21st century (aka, now), where big budgets and CGI (computer-generated imagery) have resulted in some amazing television commercials that mine the physical comedy tradition to hawk such essentials as $100 sneakers and watered-down beer. But give credit where credit is due: some of these spots are highly creative and quite funny, though little or no physical skill may be involved. Here's Kevin Garnett, in real life an immensely talented basketball player, in the Adidas "Carry" ad, backed up by Etta James singing "He's Got the Whole World in His Hands." The visual effects are by Method Studios (Santa Monica, Ca.).





And you thought I was joking about a 31-high! [Okay, 31 is an approximation, but you get the idea.]

Viewed as physical comedy, this commercial raises two obvious questions: is it physical and is it comedy?

You are of course right in assuming that Kevin Garnett did not walk around town with all those people on his back. Instead, he wore a rig that was used to collect position data for motion tracking so that performers hanging from a rig in a green screen studio could be composited into the shot. You can get a more thorough explanation from artist
Andrew Bell, but meanwhile here are some pics showing how Street Shot w/ Rig + Greenscreen Shot = Final Composite:















There's some physical work here — the guy diving off the building is probably a stunt man — but otherwise it's pretty much an illusion. If this gets your dander up about truth and live vs. digital performance, I'm glad because I have every intention of fomenting controversy on this issue in later posts! Still, because this pyramid is such an obvious exaggeration, it doesn't bother me as much as other faked physicality. It's all done with a wink. And the joke itself isn't bad, the gag of repetition leading to the "impossible" pyramid, nicely contrasting with the nonchalance of Garnett. I admit to liking it.


Here's another video snippet of a wild human pyramid (this one dances!). I don't even know what this is from, but you'll find it on the Method Studios demo reel.






Okay, a 31-high is fine and all, but the Miller Lite "Break from the Crowd" commercial creates a 1200-body human pyramid that is a rampaging monster of conformity. (And you thought I was kidding about a 1200-high!) So what if 99.9% of the bodies aren't real?



Yep, that was also done by Method Studios under the direction of
Alex Frisch; they seem to have a thing about pyramids. Effects like these are accomplished with specialized crowd-creation AI software such as Massive.

Here are some pics showing how they put together the shot at the end that combines
these CGI bodies with a few real humans.


































































For those of you out there with a serious interest in visual effects, you can learn more about how this was done from an interview with Frisch at fxguideTV: there's a high-bandwidth version and a low-bandwidth version. The discussion of this commercial starts at the 3–minute mark.

It looks like even less actual physicality went into the making of this one, but the visual idea of the monster pyramid representing the conformity of the crowd is a striking one, and our hero's escape from it funny enough. Too bad it wasn't for a better brand of beer.



Human Pyramids: Sacred Cultural Tradition?

Widen the base of your three-high and you can add a lot more bodies, creating what's called a human pyramid because of its inverted-V shape. We all did these in high school — you can probably still feel those knees in your shoulder blades — and YouTube is full of such stunts. They are supposed to teach teamwork, and with all those understanders there should be one huge heap of understanding.

In Catalonia (Spain), this is carried several steps further — oops, I mean higher — by the castell folk tradition dating back several centuries. "Castle-building" competitions pit large teams (650 members, all living, breathing sentient beings) against one another. One pyramid goes ten stories high and, according to this video, has a base of 400. Talk about community building!






And Now It's Silly Time:
A Three-High in Outer Space

Eat your heart out, earthbound Catalans! This brief segment from Howard Smith's odd documentary film Gizmo shows astronauts on the Skylab space station taking advantage of weightlessness to do a three high at the very beginning of the clip and, later on, a triple-decker, no-hands push-up.




__________________________________

As Sir Isaac Newton once said, "Th, th, that's all folks." Comments and additions welcome!