In the evenings, Ken and I like to settle in and watch a little TV. One of the channels we frequently watch has some excellent shows, but the commercials? Every commercial break, it’s literally the same damn commercials, over and over again all night long. Most of them I can ignore, but there are a few that drive me nuts:
1) Martha Stewart for Pretty Litter
This is a new type of cat litter apparently. It looks like tiny drops of gelatin and according to Martha, it can change colour to show you if your cat is sick with a variety of illnesses. That’s not what bothers me. I just have SO MANY questions about this commercial. It begins with Martha appearing from behind a clothing rack that only contains different coloured parkas—why does she have so many PARKAS? Then, throughout the entire commercial, she’s packing a suitcase. WHERE IS SHE GOING? At one point while she’s extolling the virtues of Pretty Litter, one of the cats in the commercial—there are two of them—is eating out of a plant pot in the background. Is she not feeding them?! Then, at the end, after she’s told us all about her weird-ass cat litter, she’s WEARING a parka, her suitcase is with her, and she’s about to leave on some kind of trip. WHERE IS SHE GOING? Is anyone taking care of the cats while she’s away? Because, based on the amount of sh*t she just put in her wheelie bag, she’s planning on being gone a while. None of this makes sense, like who was the genius writer?
Owner of Pretty Litter: We need a “concept” for this commercial. Yes, it’s only cat litter, but we need the audience to really ENGAGE with it.
Head Writer: Hmmm. Ooh, what about this? Martha is taking a skiing vacation, maybe in Vale, as one does, and she’s getting ready to leave, secure in the knowledge that Pretty Litter will absorb all the urine and poop and odours and whatnot while she’s away for the month. We’ll showcase some down-filled ski jackets and Lacoste button-ups, then have a nice product placement at the end for Samsonite. It’s a relatable narrative that will really capture the consumer imagination!
Assistant Writer: I love it! But…can cats be left on their own for weeks? Who’s going to feed them?
Head Writer: I doubt anyone will be worried about that. Besides, there are lots of plants. Everyone knows that cats can eat plants, STEVE.
Assistant Writer: Can they? I’ve never had a cat.
Head Writer: No idea. I’ve never had a cat either. What about you?
Owner of Pretty Litter: No idea. I hate cats.
2) Scotties Tissue
The premise of this commercial is that a man was hypnotized so that a “sneeze trigger” ensures he will always get the name of Scotties brand tissues correct, so when someone sneezes, he automatically says, “Scotties!” What did he call them before? No one knows—the commercial begins ‘in media res’. And believe it or not, this ISN’T the stupid part. No, the stupid part is that the tagline is “Let’s get the name right.” They get the NAME right but what they don’t get right is that the dog in the commercial for Scotties is NOT in fact a Scottie dog—it’s a WEST HIGHLAND TERRIER. It’s a WESTIE. I’d be more impressed by the company if they actually knew what breed their mascot was. A “Scottie”—a Scottish Terrier—is BLACK, and yes, while there may be some that are ‘wheaten’, the dog in the commercial doesn’t even LOOK like a Scottie. And again, I can imagine the conversation around the writer’s table:
Scotties Owner: So the board of directors and I have decided we need a mascot.
Head Writer: Well, that’s obvious. We’ll just use a Scottie Dog.
Assistant Writer: Aren’t Scottish Terriers black?
Head Writer: But the tissues are white. We’ll just use a different Scottish dog–get me one of those white ones to match the tissues.
Assistant Writer: You mean a Westie? Won’t people notice that we’re using the wrong kind of dog as a mascot?
Head Writer: THEY’RE BOTH SCOTTISH, STEVE. NO ONE WILL CARE.
So the whole campaign and branding are based on a complete misunderstanding. In retrospect, I’m thinking that the context for the commercial is that the man kept calling the tissues “Westies” and then he was tortured and brainwashed into believing that a white dog is a Scottie. 2+2=5.

3) Dove Whole Body Deodorant
I’m baffled by this one. And I guess I shouldn’t call it ‘deodorant’ because according to Dove, the hip, cool thing to say is “Deo”. But this commercial is bizarre. It features women dancing and swirling in an Italian-esque villa as they apply “Deo” to all their body parts, and there’s a kind of rap that goes, “My neck, my back, my legs and pits, all that.” So are we supposed to coat our ENTIRE bodies with deodorant now? WHY?! I, for one, am frankly sick of companies trying to make money by telling woman they “aren’t fresh” (I’m looking at you, Summer’s Eve, you literal douchebag). What do they think we do all day? Mud wrestle? Slathering waxy paste all over your body can’t possibly be good for your skin—one line in the rap suggests you rub it “under your rack”. Seriously? And how do you get it on your back anyway? I can barely reach the top of my shoulder blades. People in the past would have laughed their heads off at this:
Lady Casentmauvais: That brisk romp through the countryside has invigorated my glow, I’m afraid.
Lord Casentmauvais: I’ll get the butler to scatter rose petals around the room to disguise your pong. I’m also noticing the acrid stench of my own perspiration.
Lady Casentmauvais: Indeed. Tell the butler to crush lavender into the carpet as well.
And can you imagine the conversation in the writers’ room?:
Dove Owner: Our sales are slipping. We need more women to buy our products.
Head Writer: We can convince them that their knees are smelly.
Assistant Writer: Ooh, great idea! We could do the same thing with the men’s “Deo”.
Head Writer (scoffs): What man would ever believe THAT, STEVE?
In other news, remember how I was supposed to be a co-host for that radio station show for a few months? Well, I got an email on Thursday from the community group that organizes the show that the other host, who I had just done the show with last Sunday, up and quit. Completely. And now, I am the only, and permanent, host. Wish me luck.









