Comments on: Guess who’s coming to Helio?

By: mtevc

mtevc — Fri, 28 Jul 2006 02:35:52 +0000

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?

By: justin

justin — Sun, 23 Jul 2006 02:52:21 +0000

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. . .

By: Merq

Merq — Sun, 23 Jul 2006 02:19:14 +0000

Mamazilla:

Yup. Hate that.

By: mamazilla

mamazilla — Sun, 23 Jul 2006 01:37:03 +0000

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bugs me about the commercials is this underlying feeling of “no one steroetypes anymore so, we can all laugh about how outdated it is now.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.

By: Aaron

Aaron — Sat, 22 Jul 2006 21:21:33 +0000

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.

By: Merq

Merq — Fri, 21 Jul 2006 20:53:40 +0000

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.

By: Gandalf Mantooth

Gandalf Mantooth — Fri, 21 Jul 2006 19:22:07 +0000

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?

By: Dorothy

Dorothy — Fri, 21 Jul 2006 18:42:53 +0000

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.

By: Boas Blog » Blog Archive » Thoughts for the Weekend

Boas Blog » Blog Archive » Thoughts for the Weekend — Fri, 21 Jul 2006 17:50:53 +0000

[…] 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. […]

By: mtevc

mtevc — Fri, 21 Jul 2006 16:25:48 +0000

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”