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Balls to the WallI've noticed a recent trend in advertising lately.. I refer to it as the 'balls-to-the-wall' approach.. It seems to be the trend for some in industries who are currently being scrutinized for one reason or another. Take the fast-food industry.. As society collectively wises up and realizes that the ol' Classic Triple might not be aiding towards longevity, Fast Food has been collectively reacting in their ad campaigns..
There's the conforming approach: The market is demanding healthier items, so now they're offering them.. I've sure you've seen all the ads now touting items such as salads, fruit, or yogurt cups. What's kind of funny is the way these items are sometimes portrayed in the same light as the Big Mac or the Whopper back when they premiered; The ads offer the impression that a bowl of grapes with some walnuts is a new concoction that some McDonalds lab-chef dreamt up at the corporate headquarters. But otherwise these ads are otherwise pretty benign and conciliatory. Wendy's was a little bolder, with their ad for their new Kid's Menu, where the concept of choice is given strange emphasis. A figurative child customer is told how he can now choose other sides in his Kids Meal besides fries -- such as mandarin oranges or 2% milk -- and the power that comes from this discretion is noted. It's the old Burger-King-Have-It-Your-Way routine but with a backhanded twist: Hey you can't blame us anymore if you get fat.. It's all up to you.. I wonder if the same agency that does the Big Tobacco 'Talk to Your Kids About Not Smoking' campaign did this spot. They are effectively indoctrinating a new generation of fast-food customer with a programmed sense of self-responsibility who'll hopefully not sue them in their later years. But now on to 'balls-to-the-wall'... What's funny are the companies who refuse to recoil: Some industries who've gotten a bad rap have decided to just 'roll with it'. Reminds me of a legend about Highway Patrolman driver-training: If you're in an impending head-on collision with another vehicle, accelerate and accelerate HARD!!! - you'll sustain the least damage between the two. Certain companies have just decided that if they've been labeled the bad guy, then they'll play the part all the way. Continuing with fast food, take Taco Bell for instance.. Taco Bell has unfurled a 'Fourth Meal' campaign that seeks to formalize late-night munching. With the self-righteousness of a Lee Greenwood lyric, they proclaim 'You deserve a fourth meal!!' But if that wasn't enough, they make their dictum to throw caution to the wind official when they actually offer up the devil's alternative to the Food Pyramid. "Check out the Square!"
MELTY. CRUNCHY. SPICY. GRILLED. Four diverse paths on the way to congestive heart failure. And you deserve them all! Their next slogan should just be 'F*ck it!'
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