New Sobe Commercial

Commercials are changing. Think about commercials from 15 years ago: mini narratives selling a specific aspect of a product. Reliable cars, tasty snacks, comfortable shoes. Today, the nature of the commercial has changed. Quirky humor and randomness dominate…just take a look at Progressive Insurance or Geico. Somewhere in the background a product is sold but the main interaction is in the humor, which is often disjointed and abstract.

The other night I was watching TV and saw the latest Sobe commercial. The commercial begins with some complete jerk harassing his coworkers. He’s got some great one-liners, telling Debby she should be jumping out of cakes instead of eating them or his antisocial friend to get a friend-finding app to improve his social situation. The next thing you know, this guy gets thirsty and takes a sip of the new Sobe drink. Suddenly, we cut to a shot of Ashley Greene (of “Twilight” fame) laying on the beach in a bikini. Then it cuts back to the main guy, who now thinks that his office building is throwing a luau and his coworker has now become a gecko. He takes another sip of his sobe, which sends the commercial full on into shots of Ashley Greene rolling in the sand and an awesome song (o0Oo0Oo U by Oberhofer).

After I saw the commercial and sorted through what I just saw, I realized that it combines three things that I love: sarcasm, hot girls and good music. This type of commercial is one of two things: ahead of its time or drunk on the excesses of pop culture. Time will tell.

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