Coffee Mate made a Godard reference?!!
Now I’ve seen everything! Just now I was enjoying a fine episode of The View on Hulu when an ad started playing, as will often happen when I’m trying to watch online videos. I was prepared to lower the volume and look away to avoid being subjected to yet another car ad when suddenly I spotted out of the corner of my eye something I really didn’t expect.
The ad in question was for Coffee Mate, which I find to be delicious. But the scene in question, just a brief shot (around the 14 second mark), was not of a thirty-something woman cuddling up with a cat or sipping her coffee thoughtfully in a bay window. No, it was a direct reference to one of my favorite scenes in the influential French New Wave film Band of Outsiders (French title: Bande à part) by Jean-Luc Godard! If you’ve seen the film, you’ll remember the notable scene where the trio of protagonists performs a choreographed dance in a café while the narrator discusses what they’re thinking about. Well, here they are dancing the exact same dance and dressed in period outfits, and the actress playing the Anna Karina role really does resemble her! But why are there two people and not three? Oh well, can’t win ‘em all. Maybe the threesome implications of the film were too daring for modern audiences?
Anyway, here is the ad, and below it the original scene.
Thanks a lot
I just noticed this particular ad while watching Hulu. I guess it is inevitable that young, creative people will go into the advertising industry and barf their cultural references all over our TV (computer) screens. Although I can’t decide if ripping off Godard in this context is “creative” or not. The whole line dancing in subtle, choreographed steps doesn’t really scream “express yourself” to me. It could be an ironic wink at the handful of people who are paying attention, or a lazy homage, or a layered commentary on the whole “express yourself” thing.
Good point, even the sad jaded advertising guys probably went to film school and still want to appear somewhat knowledgeable. I’m guessing it’s a lazy homage.
I�ve got to say that this was a solid read. I actually felt like I�ve learned something new and exciting! Thank you so much.
Informative summary, bookmarked your blog for interest to read more!