Friday, June 12, 2009

Still Just A Rat In A Cage

This is hardly an Orlando Magic blog – far from it. I revealed long ago that my sympathies belong with the Pistons (and my somnolent co-bloggers are fans of the Celtics and Raptors). But the Magic’s presence in these Finals has provided a stready stream of megajoules to my blogging circuitry. There is just so much to say about them.

I have to admit that I love this VitaminWater commercial featuring Dwight Howard.

The production costs for this 30-second spot were likely far below the cost to animate the “Most Valuable Puppets” or to shoot Chuck and Dwyane “eating the head!” in a Chinese restaurant. The producers simply sat Howard down, gave him a couple changes of clothes, and asked him to recite a few goofy lines. (Here is a video of the outtakes from filming, which suggests to me that there wasn’t much of a script.) Total filming time, including lighting and set design, was probably no more than a couple hours.

The music also adds much to this spot, adding a purpose and nobility to the absurd content of his ravings. I like how the strings slowly build to a crescendo, upon which we learn that Dwight “definitely gets his vitamins.”

As a postscript, what’s up with the use of “Glaceau” as the parent brand of VitaminWater? This is a Coca-Cola product, as are Dasani, Sprite, Schweppes, Thums Up, Nestea, Odwalla, Minute Maid, Powerade, A&W, Fanta, Fresca, Dr Pepper, Canada Dry... Incidentally, the inattention of federal regulators to antitrust/competition law during the entire Reagan-Bush-Clinton-Bush era gave us monstrous creatures like Exxon-Mobil, Chevron-Texaco, Time Warner-Turner, Citicorp-Travellers, Pfizer-Wyeth, and Pepsi-Quaker Oats. In the beverage space, Coca-Cola seems to control every non-alcoholic drink known to man. This cannot be wise.

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