Armchair Critic

What's with those stupid Rogers/AT&T ads on TV?

First, they have that whole series where these Rogers employees are being hounded by fans for their breakthrough promises on their new cellphone plan. Fans trip and fall, chasing after them. The whole concept of the commercial is horrible. It makes all the customers look stupid cheering on the Beatle-esque, by first-name-only, Rogers team members. What the heck where they thinking!?

Then there's the even stupider "id" cellphone concept. It's merely the same old phone, branded for "youths". It's trying to give a feeling that Rogers actually cares for the freakin' thoughts and ideas for Generation X, or Gen Y or whatever Roger seems to believe watches MuchMusic these days. It draws you in by getting some actor to do some Speakers Corner soliloquy. Of course this comes to an abrupt end when the huge id logo and their "ache tee tee pee colon slash slash" branding pops up. That's right, exploit this whole "identity" thing and turn it into a commercial moment. Oh please...





Sunday, May 06, 2001