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1. Boas Blog » Blog Archive » Thoughts for the Weekend on 21 Jul 2006 at 12:50 pm

   […] I was invited to write-up a an article for Mixed Media Watch as a guest blogger about a cell phone commercial. Read it here. […]

Comments

1. Aaron wrote:

   This commercial doesn’t work for me. It’s overwrought and is trying too hard. The implication is that the girl’s Asian boyfriend is the “next hip thing,” just like his phone… oh sorry, Helio. Her family can’t get with the program and accept the glorious new future of interracial babies that will result from this union. Am I reading into this too much, or is it another example of the “mixed race people will save the world” idea that was the subject of a previous rant on ATR?

   Aside from the stereotypes, there’s another problem. Supposedly the Helio executives have this idea that just because a phone can do all this fancy stuff, it is no longer a phone. I’ve lived in Korea for extended periods, and despite all the functions of mobile devices there, they are still called phones! Duh! Technologically, I feel that Helio is talking down to its potential customers, and this commercial doesn’t help. It screams, “Hey, we’re edgy!” Their products aren’t even that good. The two phones they have are by no means state of the art in Korea, which is what they promised.

   Posted 21 Jul 2006 at 9:29 am ¶

2. Gandalf Mantooth wrote:

   I think it is simply an ad targeting young Asian American professional men, and saying to other young professionals that “this is not your parents cell phone.” Much ado about nothing in this case.

   Posted 21 Jul 2006 at 10:44 am ¶

3. mtevc wrote:

   hmmm….if it was merely an ad targeting asian american men than why the emphasis on the racial stereotypes??? needless to say, the ad does not work…

   in the words of the immortal gilda radner…who understood funny…”so funny i forgot to laugh”

   Posted 21 Jul 2006 at 11:25 am ¶

4. Dorothy wrote:

   The most interesting thing to me is that the “white” young woman doesn’t look particularly white to me. She actually looks mixed. Was it too progressive to have a young woman who looked more like her parents (i.e. blond hair?) with the young Asian-American man?

   And I agree with everyone else..they’re trying wayyy too hard. But then again, I think a lot of the newer cell phone company (oh no, I called it a phone! LOL!) commercials try to be funny in general, but generally aren’t.

   Posted 21 Jul 2006 at 1:42 pm ¶

5. Gandalf Mantooth wrote:

   This is where the complaint loses me. I don’t see the “racial stereotypes” in this ad to be frank. The ad doesn’t play on the parents “insensitivity” as much as it does their trying to be “down.” Would a commercial with a white father, upon meeting his daughter’s black date trying to do some kind of elaborate handshake meet with derision? Not bloody likely. It would probably be viewed as a pointed commentary on appropriation. If anything you have to give them props for placing the Asian American male in the role of being a desired figure. Tell me how many times you’ve seen that happen in ad campaigns produced in the US without their being martial arts involved?

   Posted 21 Jul 2006 at 2:22 pm ¶

6. Merq wrote:

   I’m sorta with Gandalf on this.

   I don’t see how the parents’ ignorance is being lauded here. Their idiocy is very pointedly noted, before the focus moves on to the Helio.

   Now, as far as the “not a phone” thing goes, I fail to see anything to inspire such an impassioned response from posters like Aaron. No offense, man, but I’m sure they’re aware the Helio is indeed a phone. It’s just a pitch, man.

   As far as the Asian man being seen as the “new, hip thing,” I definitely didn’t get that vibe from the ad either.

   Unfunny? Yes.
   Trite? Yes.

   Offensive? I’m not seeing it, really.

   Posted 21 Jul 2006 at 3:53 pm ¶

7. Aaron wrote:

   Haha, didn’t mean to sound so “impassioned.” I guess my point is just that Helio’s marketing strategy so far is disappointing, just like their technology. Personally I think the ad reinforces stereotypes and tries too hard to be edgy, but I don’t know if I’d call it offensive, just kind of pathetic. But maybe this controversy is the kind of response that the advertising people there wanted, because at least the brand name is out there.

   Posted 22 Jul 2006 at 4:21 pm ¶

8. mamazilla wrote:

   this commercial reminds me of the VW “sterotyping is stupid” commercials - “hike”, “dance” and “yoga” - found here - http://www.vw.com/vwlife/commercial.html.

   what bugs me about the commercials is this underlying feeling of “no one steroetypes anymore so, we can all laugh about how outdated it is now. we’re ALL in on the joke, aren’t we? ha. ha.”

   but, i could be overly sensitive, lack of sleep can do that to a girl. i was going to say something else of actual substance but my daughter just gave me a cookie and some ice water.

   Posted 22 Jul 2006 at 8:37 pm ¶

9. Merq wrote:

   Mamazilla:

   Yup. Hate that.

   Posted 22 Jul 2006 at 9:19 pm ¶

10. justin wrote:

    Hey Dorothy do you think the girl is mixed or do you think she’s trying to darken up. That looks like a fake tan to me and the hoop earings remind me of that show black.white. . .

    Posted 22 Jul 2006 at 9:52 pm ¶

11. mtevc wrote:

    okay folks…if you don’t think that the ad is working on the theory that “asians are cool and know the trends” thing, check out the latest pr/marketing push from the industry…i have to find the link…but in my day job…there have been a number of big industry events talking about just that and marketing to this young, hip, educated asian audience…no offense…most young folks (with a little cash) want to be considered cool and in on the next big thing…isn’t that youthful foolishness/hiding under a guise of electronic devices and a covering of expensive clothes?

    Posted 27 Jul 2006 at 9:35 pm ¶

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