Reklama koju mrzim isto kao i Interstellar / “A Message to Space” – advert review

Scroll down for English version of this text.

Svi mrzimo reklame. Mrzimo njezine namjere, mrzimo to što nam se želi uvaliti sve i svašta. To su naravno shvatile i korporacije, pa zato reklame već desetljeće nisu ono što su nekad bile. Zapravo, s današnjim reklama ponekad se dogodi da zaboravite što gledate jer je sadržaj tako dobro upakiran. To je slučaj i s novom reklamom za Hyundai. Reklama koja je u manje od tjedan dana pregledana više od 24 milijuna puta na Youtubeu.

Iako znam da očekujete hvalospjeve na račun ove naizgled izvrsne reklame, ali ne, neću to učiniti. Učinit ću nešto sasvim suprotno. Svim silama pokušat ću ocrnit ovu reklamu kao još jedan megalomanski pokušaj pretvaranja jednog imena u otrcanu stvar “životnog odabira”.

Iako su se marketinški stručnjaci prebili od posla, i iako je sam Hyundai iskeširao pitaj boga koliko novaca ne bi li ova reklama uistinu bila ovako izvrsna, s ponosom pišem i svjedočim da ima onih kojima se ona jednostavno nije svidjela, ali ni najmanje. Toliko me iritira da sam odlučila, iako kontra sebe i kontra svog prijezira,  posvetit  joj čitav jedan post na blogu. Srećom, moj blog ne čita puno ljudi. J

Da se ukratko izjasnim, nisam neka santa leda. Zaista su me i gore reklame dotakle, pa čak i one kineske multi-emotional fake bullshit reklamice, ali ova, nikad i nikako. Zašto? Zato što je i ona fake u svakom svom segmentu ali to neće priznati. Zato što osjećam kako smo ovom reklamom dosegli točku od koje dalje više ne ide. Vidjeli smo reklame od 168 milijuna dolara, vidjeli smo reklame iz svemira, vidjeli smo reklame koje pomiču granice, a meni je svaki put sve više muka kad vidim koliko je novaca bačeno u vjetar, a realno, isti efekt može se postići s puno manje novaca, pa neka onda nagrade svoj marketinški tim koji je s ograničenim budžetom stvorio viralni hit. A, s druge strane, ne bi ih ubilo ni da te novce doniraju tamo gdje je to potrebno. Ali ok.

Nadalje, ova reklama nije film koji gledate znajući da je scenarij potpuno izmišljen već se radi o reklami koja se bazira na navodnoj istinitoj priči gdje gledatelj ulazi s pretpostavkom da je glavna protagonistica, djevojčica Stephanie, zaista kćer astronauta koji često izbiva od kuće zbog svog svemirskog posla i da joj on strašno nedostaje. Čak i da je to istina,  neminovno je da reklama nekako morala nastati što nas automatski dovodi do njezinog koncepta. Isto kao i u izmišljenom filmu, njezin je tata čitajući scenarij reklame u kojoj je sudjelovao znao da će dobiti poruku sa zemlje i znao je da ju mora fotografirati. Iako kladim se da joj to ni nije tata, a kladim se da ni nije astronaut. Ma te snimke uopće nisu iz svemira. (Ne znam kako da sad objasnim da su zadnje dvije rečenice zapravo kao neka šala. :D)

Reklama u kojoj trinaestogodišnjoj djevojčici nedostaje njezin supposed otac koji po nekoliko mjeseci radi u svemirskoj postaji i zbog koje Hyundai pokreće cijeli tim koji će automobilima ispisati njezinu poruku u pijesku na površini od  5,556,411.86 m² kako bi ju njezin tata mogao pročitati iz svemira je toliko cheesy, ali eto, i to se radi kad vam marketniški tim gleda filmove poput Interstellara. Mrzitelji Interstellara (here I am), nadam se da razumijete poveznicu između ove reklame i filma. Ono kad režiser svim silama želi stvoriti emotivan naboj koji nadilazi granice pojmljivost koju simbolizira  beskrajnost svemira, a istodobno dovodi dvoje ljudi, oca i kćer, u posrednu komunikaciju, a to na kraju ne uspje. Ovo je jedna od rijetkih reklama/filmova koji nisu uspjeli, barem ne za sve gledatelje, odigrati na sigurnu kartu najvećih ljudskih vrijednosti kao što su ljubav, obitelj i emocije jedne djevojčice. Sreća je jedina za Hyundai što je ovo ipak samo reklama i što su sve umjetničke odlike kao i kritike o njima u potpunosti isključene. Toliko o tome.

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We all hate advertising. We hate their intention; we hate the fact they want to sell all the crap to us. The corporations of course are aware of that and therefore the advertising isn’t like it used to be for over a decade now. In fact, with today’s advertising sometimes it happens that you forget what you’re actually watching because the content is so well packed. This is the case with the new advertisement for Hyundai cars – commercial that has over 24 million views on YouTube in less than a week.

Now you probably expect praises and all the good words about this seemingly great advertising, but I will not do it. I will do the very opposite. With all my forces I’ll try to blacken this advertisement as another megalomaniac attempt of convincing people that this brand name is a matter of lifestyle, not just a vehicle.

Although the marketing makers probably worked really hard on this advert and Hyundai paid God knows how much money, I proudly testify that there are people like myself that simply didn’t enjoy the advert, not a single bit of it. I am not trolling; I just say my opinion on it. It annoys me so much that I decided to devote the whole article on my blog only to write about it. But luckily it won’t bring much more attention to the advert concerting the not so rich amount of my blog followers.

I am not a heartless bitch. Indeed. I’ve been touched with really crappy commercials like those Chinese fake mega emotional adverts, but not with this one. Why? Because this adverts is simply fake.

I feel like there are no more surprises. We’ve already seen everything. It’s not the point to make something megalomaniac, to break a record. I mean, it is, but it doesn’t count if you have paid millions to do it.  We have seen advertisements of $ 168 millions, we have seen advertisements from space, we saw advertisements that push the boundaries, and I get sick every time I see how much money they throw when the same effect can be achieved with less money. I don’t care how much money corporations loose, but I care about the poverty of the world. I care that some people who work very hard don’t get paid.

Furthermore, this commercial is not a movie you are watching knowing that the scenario is entirely fictional. It’s an advert that is based on the alleged true story where the viewer assumes that the main character, a girl Stephanie, really missed her father who works in space.  Even if this is true, it is inevitable that the main actors somehow had to go through the script of the commercial. So, it means even her dad knew what he’s going to see from his space station.

But, let’s admit. Who in the earth, even the richest people, would come across the idea to make a note to his dad in space on the surface bigger than most of the cities( 5,556,411.86 m²)? But, I guess, this genius idea came out of the heads of people who watched the movie Interstellar. But really, can’t you see the connection? Haters of the movie Interstellar (here I am), I hope you understand the link between this commercial and the film. The principle is the same. The director tried to create an emotional note that goes beyond the limits of understanding with a symbolization of the universe’s infinity while simultaneously bringing two people, a father and daughter, in an indirect communication, but at the end he fails.

This is one of the few advertising / films that did not succeed, at least not for all the viewers, while playing at the card of greatest human values ​​such as love, family and emotions of a young girl. Luckily, Hyundai won’t feel the bad critics as this is still just a commercial and all the artistic qualities are completely excluded and their reviews as well. That’s about it.

 

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