Friday, March 18, 2005

off on or on off?

the Energy Saving Trust is a government-backed organisation dedicated to educating us about saving energy.
fair enough.
their latest TV advert depicts a bunch of unpleasant individuals dissing energy-saving campaigns on the grounds that one individual's efforts to save energy amounts to so much pissing in the wind. closeup on a single room light. zoom back to overview of an entire city glowing with artificial light. cut to closeup of a finger flicking a light-switch off.
except - rewind, replay - something a little odd here - the off-switching finger is flicking the switch down as the light simultaneously goes off>.
gone are the halcyon days when advertising creatives (excuse me while I stifle a giggle) employed native wit and a peculiarly patronising take on subliminal reinforcement to encode their world-shakingly consumptive message, otherwise I'd say this was another one of those transparently silly ploys to make us sit up and take notice. hey look, they turn the light on and it goes off! think I'd better do the same. duh.
alas, it's far more likely a case of the filming, editing, post-production, distribution - the whole shebang - having been contracted out, for reasons best understood by the geniuses in charge of the EST, to some flavour-of-the-month American team, who clearly couldn't shake themselves of the notion that the only right way to do anything is the American way.
today light-switches. tomorrow democracy. hey ho.

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