Stock footage brand Dissolve puts its product to good use to call out lazy marketers peddling empty ideas.
It’s just perfect. Everything is in there. The scientists with beakers, synonyms for progress, powerful rushing water, a baby, a blue-collar guy with dirt on his face, time-lapse footage of a city at night. Since the dawn of time, these have been the images used by marketers who just didn’t quite manage to have an actual idea. The images, when combined with a solemn voiceover, form the basis of one of the most enduring, and enduringly bad, ad templates—the old “shoot-the-brief montage.” Recently, it seems as though more and more advertisers are reaching for this chestnut, so this parody comes at a particularly good time.
Tweeter Home Entertainment (TWTRQ) was a consumer electronics retailer that sold TVs, car radios, home theater systems, and the like at more than 100 U.S. stores. In 2007 it filed for Chapter 11 bankruptcy protection and had its assets sold to a new owner, who also filed for Chapter 11 a year later.
Let’s get this out of the way: Betabrand calls its synthetic fleece Vagisoft. Yes, it’s material named after a woman’s privates. And yes, cofounder Chris Lindland is aware of the product’s Beavis & Butthead-ness and occasionally fields complaints from people who aren’t comfortable with the concept—despite the fact that Betabrand markets the resulting garments as “so ineffably comfy, test subjects had to be removed from them with the Jaws of Life.”