Wednesday, December 26, 2012
Advertising conquers physics
A regional jewelry chain has dug into the vaults to unearth a pair of commercials from a couple of years ago to promote sales of the Tacori line of rings. I understand, of course, that one should not confuse advertising with reality—especially not in the case of fine jewelry, which is traditionally entangled with all of the complications and unnaturally heightened romantic hopes and expectations of love and courtship. It doesn't matter. Every time the “Cupid's Arrow” commercial appears, I sit transfixed in grudging admiration of its blatant disregard for verisimilitude. If you can afford the expense of generating photo-realistic animation, why not use it with a careless disregard of the real-realistic world? Just shove that old camel through the eye of a needle! Rich people haunted by Matthew 19:24 will rejoice.
Just so you know it's no accident, Tacori violates the integrity of solid objects just as light-heartedly in its earlier “Checkmate” commercial. Again I cringe.
No doubt we're supposed to suspend disbelief and simply enjoy the surrealism of these highly transgressive advertisements. No over-thinking. Just go and buy the miraculous jewelry. Or ... are the magical powers inherent in the arrow and the chessmen instead? Or even just the black queen? Oh, the confusion of it all!