Shameless fascination with the A&W helium commercial

I know it seems odd to be posting a television commercial after such a hiatus from posting, but there is something of a mass media critic in me that is fascinated with this ad.

Prior to doing what I do these days, I got my name on a couple of awards from the Advertising Federation of Cedar Rapids for some stuff I helped write and produce during my days at KRUI. Small achievements that almost had me consider getting into the advertising realm for a short period of time, especially if I could be creative as this commercial.

This is where I find this ad to be somewhat brilliant. Maybe I’m in the minority of people who watch this commercial and laugh each time it pops on, and that’s even after it’s being re-used in a carbon-copy campaign right now that ran at least a year ago. I think that speaks to how well the creative was done on this commercial, not to mention a bit of pure luck.

In an era where it seems that Geico has 50 mascots and 20 spokesmen, you can develop creative to your heart’s content, come up with a funny script, and use all the CGI in the world, but the chances of having that single cut where the balloon shoots off the helium tank and deflates on the manager’s shoulder as perfectly as it does in that single shot is something that doesn’t just happen when you want it to. As soon as it cuts away to the product shot at the end, you have to imagine that the whole set burst out laughing.

“It’s a party! Everyone’s invited! Bring your kids!”

Maybe I dissect too much of what I take in terms of media, but hamburgers are something I certainly don’t ingest these days. However, it never hurts to laugh a little and appreciate another aspect of creativity.