Saturday, December 24, 2005

When Advertisers Hate Their Consumers and Don't Mind Showing It


A while back, I posted a rant encouraging you to watch commercials with an eye toward how the advertiser views you. I wanted to revisit the subject briefly for a couple of reasons.

First, because T-Mobile's commercials are really getting to me.

How many years has it been since the customer in these commercials wasn't an idiot, a psycho, a manic, or in one memorable example, a crossdressing teenage boy with smeared lipstick, hiding his secret shame from his parents? (HILARIOUS!)

Seriously, the next time you see a T-Mobile commercial, look at how you are portrayed, vs. how T-Mobile employees are portrayed: either as the lovely Catherine Zeta-Jones or as technicians bored by having to listen to you.

What does that tell you about the corporate culture, and the way you can expect to be treated if you sign on as a customer?

By the way, the T-Mobile exception that proves the rule is those commercials they used to do for the Sidekick, starring Snoop, Paris Hilton, Burt Reynolds, etc. They were really funny, and made the user the star... but I suppose that's because the users were stars. The rest of us, at least according to T-Mobile, are just a bunch of assholes.

The other reason I wanted to bring it up is because, totally independently, an Adrants reader wrote in on the same topic; they ran it under the headline "Brands Must Stop Making Customers Look Dumb." Coincidentally, it was also cell phone ads that set this reader off.

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