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One-tailed, but significant.

sex souled out – sex sold out – sex soldat…on European intercourse

with 4 comments

There are too many complex aspects of this little promo spot, so it desperately needs a post on this blog as well. The internet (blogs, portals, news) was full of comments and different ANALysis; some of them very good, some of them highly biassed.

The content: sex scenes from various European “blockbusters” and the catharsis. This construction follows the widely accepted cliche that “Sex Sells!”. Yes, it is a big step in this promotion campaign, in this Europe, but it is anachronistic. Rape, S&M, Aggressive and Violent Sex sells nowadays. From this point of view, the first big (1) mistake of this spot is not using what Gaspar Noe did to Monica Bellucci in the Irreversible. That was shocking even for me, and it would sell. The second mistake (2) would be the lack of real gang bang scenes, considering the nature of Europe. A dihotomic representation and analogy is a false one, gang bangs needed with at least 27 members. Interesting would be to find out who will be the girl/girls. But foremost, searching for the representation of Europe in this spot is a fallacy, the goal was something different, but so many misleading comments did I read that I’ve felt the need to clarify this. The message of this content, purely the content and the structure would be (for me): there is a significant unique characteristic of the European movies, this would be the sex, which generates a better differentiation on a global level – so, the umbrella concept of sex (basically, love in this spot – considering the semiotics of this work) is the distinction between other films and European films. The question comes automatically: than why doesn’t sell the European film (if sex should be its atuu).

Interesting parts: I was very happy to find a scene from Gegen die Wand from Fatih Akim. Those who saw the movie would agree on the fact that, although we talk about a German movie, this isn’t a German movie. So the Turkish opening is welcomed and integrated. The other thing would be Amelie: the last thing that pops into my mind when I think of Amelie or Audrey Tautou is sex. Gross! Really perverted editor!

The message/slogan: Let’s come together…in sweet harmony, tatattaaaaa….Bollocks! A classic choice of the slogan when you are trying to build a nice campaign, based on controversial topics or representation. It worked, has now over 2.000.000 views on Youtube. If the emphasis is on “together”, the problem before was the lack of synchronization – or sometimes movies came and the audience did not (come to movies) or the audience came and the movies did not (shitty movies with big audience) or everybody came but they weren’t fucking. Everything was OK, but not together. On the other hand, if the emphasis is on “come” the problem is a very simple one: everybody is screwing around here in Europe.

The problem: the biggest problem is with the chosen target public. Here is a quote from the official position about this spot, just look at the objectives and think twice, as Celine Dion said:

The clip – titled ‘Film lovers will love this!’ and which ends with the double entendre “Let’s come together” – is a video clip made up of sex scenes from European cinema and is one in a series of four made for screening in European cinemas to advertise the EU fund, MEDIA, that helps distribute successful films made in one EU state to others. [EuObserver]

Although I like the initiative (I still think of French, Nordic, German etc. movies, not European ones), this spot becomes stupid and inconsistent with this target.

Zee.

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4 Responses

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  1. Sure that the spot misses its target, but it raises attention, and that’s the only thing that counts in advertising. Personally I like this spot because it reminds me to Paris, just before the WW 1 (and yes, mainly b/c of the amelie sequence:) when american intellectuals and other lost people came to paris only becasue that was the freest city in the whole world. homosexuals, bohemes, artists and other ridden people were largely accepted there in an – even today – unimaginable way.
    And, of course, thanx for the link ;-)

    krix

    July 5, 2007 at 12:14 pm

  2. I wrote that the spot advertises films exactly because the sequences and the final image with the audience directs/distracts the attention clearly to the movies themselves, the MEDIA distribution is only an insignificant attachment (as it should be, otherwise. why the god’s sake should a distributing agency be advertised?).

    krix

    July 5, 2007 at 12:22 pm

  3. @krix 1: this is another reason why so anachronistic it is. Maybe works for a niche. But for the others is just controversy and sex.

    @krix 2: Than somebody should tell the spokespersons to shut up and don’t lie about the objectives of this spot ;)

    in general: the main goal should be the following: Step 1. watch the spot 2. watch European movies ’till you recognize all the scenes in the spot. 3. go and jerk off in a movie theater. :D

    zoller

    July 5, 2007 at 12:39 pm

  4. alternate 3rd step: go with your girl/boy-friend to a movie theater and make love in the back rows, as in the good old days of the cinema :D

    krix

    July 5, 2007 at 12:44 pm


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