What's the Message? New SoCo Commercial (drink, Southern Comfort) - Alcoholic Beverages -Beers, wines, and spirits - City-Data Forum

OpenD · 08-29-2012, 11:17 PM

The first time I saw the new Southern Comfort commercial, with Odetta singing "Hit or Miss" in the background, and showing a midlle aged guy with a potbelly, wearing a marginally appropriate swimsuit, and displaying a supremely confident attitude, striding down the beach, stepping over a geezer reclining in a beach chair, shoulder dipping some bikini babes, acquiring a curious dog as a follower, grabbing a Southern Comfort on the rocks with a flag in it that reads "Whatever's Comfortable," I said to myself, WTH?

Then I saw it several more times, in both short and long versions, and tried to understand the advertiser's message.

Finally I found this extended version on YouTube, and figured it would clear up the mystery for me. But no. I'm still left saying WTH?

So whaddya think the message is? What are they trying to say?

Southern Comfort | Beach | Whatever's Comfortable - YouTube

Lilac110 · 08-30-2012, 12:05 AM

The same message every booze commercial tries to convey: Drinking their product makes you cool.

OpenD · 08-30-2012, 08:02 AM

Quote:

Originally Posted by Lilac110

The same message every booze commercial tries to convey: Drinking their product makes you cool.

But the guy isn't cool. He just thinks he's cool. And the song is "Hit or Miss." So I get a lot of cognitive dissonance going.

Ohiogirl81 · 08-30-2012, 09:01 AM

Quote:

Originally Posted by OpenD

But the guy isn't cool. He just thinks he's cool. And the song is "Hit or Miss." So I get a lot of cognitive dissonance going.

Nobody in commercials is cool.

mrs.cool · 08-30-2012, 01:49 PM

I guess that he's an "individual", wears what he wants, (black dress shoes on the BEACH??)

and therefore drinks what he wants. That's all I can figure out.

OpenD · 08-30-2012, 09:03 PM

Quote:

Originally Posted by mrs.cool

I guess that he's an "individual", wears what he wants, (black dress shoes on the BEACH??)

and therefore drinks what he wants. That's all I can figure out.

Black dress shoes? Look again. They appear to be slip-on scuffs to me.

But yeah, an "individual," that's about all I get. I just can't figure out why they went with someone so... ummm... lacking in... errr... personal appeal as their spokesperson. That's the mystery to me. Seriously, what viewer is going to say to themself "Yeah, I want to be like THAT!"??