Is there anything sadder or more annoying than a company that tries too hard to be cool? No, except maybe when it misses the mark so entirely that it's palpable. Comcast, trying super hard not only to seem cool, but to shed its shroud of evil (impossible!) has released a new commercial and marketing campaign called "Comcast Town." The campaign might not be so bothersome if it weren't so woefully contrived. There's a tiny town map on the site complete with a quirky cast of animals in hats. Signs instruct us to "Dream Big." Right. Dream Big. About your cable.
The most noticeable part of this campaign is, alas, the most skin-crawlingly awkward. It's the new Comcast Town commercial. To start, it seems to be about 10 minutes long, and contains a parade of "townspeople" singing a repetitive song about their cable dreams, in a creepy deadpan voice that, taken at face value, seems to imply that the singers could not care less about whatever the hell they're rhyming about. But it's not merely a silly song. It's very clearly meant to sound like a Kimya Dawson song. And a lame one at that. She's the voice behind the very popular Juno soundtrack that was a huge iTunes hit in 2007. Point of fact: it is now 2009. So Comcast's really cloying, exceedingly long attempt to be ultra-hip is actually two years too late.
Maybe I'm overreacting; you can decide for yourself.
There was a huge amount of deadpan style of songs that came out in the 80's during the whole new wave era. This Kimya just sparked my nostalgia of how much I enjoyed the haunting flat toned style of singing. So comcast chimed in a few years later ... so what?? Every style is cyclical, give the deadpan followers some time to perk up.
PS The whole EMO movement .... was actually based on Emo Phillips, an 80's comedian whose schtick was being very depressed, sad, and drug out his vowels during his routine .... all while sporting pale skin and long dark hair. Look it up if you dont believe me.
Posted by: Orlando Gonzalez | 03/25/2009 at 08:44 PM
I think that's fair. I actually don't harbor any ill will toward Ms. Dawson - she's pretty original. I just bristle at how cool Comcast is trying to be! Not only with this commercial, but with the whole campaign.
Also, I did know about the Emo Philips thing. I always loved him on Dr. Katz! That is a very fun fact, to be sure.
Posted by: Marissa Flaxbart | 03/25/2009 at 09:25 PM