It has been a long time since I’ve spent time catching up with the black tube but recently, something on the tube caught my eye. There was this tremendously CGXed Tiger Beer ad I saw. It featured two Caucasian males on a beach. But specifically what caught my eye was that both Caucasians were straining to conjure bottles and cartons of Tiger beer out of the sand. Picture this: a Caucasian sitting on a sundeck, his fingers are pointed at his temples as if he’s David Blaine. All of a sudden, a bottle of Tiger popped up from the sand. As he grabs the Tiger, he grinned at his partner in satisfaction.
Heroes, I thought to myself. The ad agency seems to be playing on the theme of Heroes, the show that has captured audiences worldwide (who could possibly not adore Hiro’s “Yatta!” in the middle of New York City?). The soft focus of the camera and soft lighting gave the commercial a filmic look, further concretizing its “Heroes” status. This is also reinforced by the conjuration of Tigers from the beach, emphasizing the power of the mind?
However, the consistency stopped there. I was flummoxed when the commercial ended with Tiger’s tagline, “Enjoy Winning.” Which part of the commercial was about winning? The rivalry between the two fellows a la The Prestige? Or is “winning” supposed to be analagous to Tiger beer? Enjoy winning = enjoy Tiger beer? Seriously, I thought it was more about the power of the imagination given the heavy emphasis on conjuration.
Nevertheless, I was fairly amused by it. Tiger, the winning imagination.