Sony Ericsson X10

Last Tuesday was the first of ‘ADVER301 Campaign Creation’ and during our lecturer’s slideshow we were treated to adverts on Youtube, one of which was for the new Sony Ericsson X10 model. (Check it out). The first advert featured three little girls aged around 3, each with a different phone to test out at this ‘focus group’. The 3 toddlers were asked to take a photo of the man doing the testing and to uses functions such as zooming in. naturally only the girl with the Sony Ericsson X10 phone was able to use it.

There were a series of these viral ads using different trios of people including, old men, surfer dudes, models and rockers- every ad as funny as the last. What made these ads funny and enjoyable to watch is that the situation seems real (mainly with the toddlers and old folk), the testing guy is funny and the ads are simple. I thought they were great which is why later that night I showed my mum and boyfriend. Of course he liked them because he’s normal. But my mum.. well.. she had an entirely different view on these lighthearted virals.

First she completely over-analysed the one with the kids as one girl is white, one is asian and one is half asian half white, saying that they made their smartness according to their race. Second she said that all these groups were being stereotyped – which they are and that’s the point- in a funny way. But she didn’t understand that and thinks that people would be offended by the fact that the advert is saying all thoses groups (models, old people etc) are too stupid to use a phone. I tried explaining that the comic stereotype for models and surfers is that they are a bit dim and that old people and toddlers simply don’t know how to use mobile phones but she wouldn’t listen so I gave up and showed her the Old Spice advert… she still found things to say about that too.. I won’t even get into it.