Dancing Through Commercials

It just keeps happening. A perfectly good television commercial is going along, minding its own business, when people start dancing. In the middle of the street, on top of a mattress, at the dentist’s office. TV commercials can cost nearly as much to produce as it costs to build a house, and many are excellent. Then, there are the ones that feature some form of dancing. . .just for the sake of dancing. Ever since the California Raisins ripened onto the scene, it seems television is overloaded with commercials that feature people dancing for no logical reason. Jumping, twirling, waving hands in the air, bouncing around as if in a disco. And, the type of advertisers who use this concept include all types, from credit cards to car dealers, from cat food to cell phone companies. There seems to be no end to the disjointed dancing.Dancing in Kitchen

A lady finds out she has lowered her cholesterol, so she dances and struts down the street, wiggling and pointing at the sky. A guy takes one look at a new car, and starts boogalooing all around the showroom, then the car salespeople join in, creating a mass boogaloo. Some young lady finds out her credit score is available free, jumps up on an office desk and starts doing the twist.

In one of the worst I’ve seen, three women in the supermarket are discussing a new adult diaper they’ve just discovered, and are compelled to illustrate its effectiveness by doing a quick step to the express lane.

Lately, when I watch a TV commercial, I can almost predict at what point the dancing will start. There. . . a guy is in the hardware store looking at weed trimmers. He’s grinning now, and…look! What’s that dance he’s doing? Looks like the monster mash! His eyes are glossing over. He’s waving the trimmer around! Quick! Toss me the TV remote! But…no, wait… I might throw it at the screen.

(Updated from original, “Dancing TV Ads,” 10/8/15)

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