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| "Oh my god, I think I'm gonna cryyyyyyyyyyyyyyyy!" |
In their infinite wisdom, the gods who run the internet have decided that I must sit through the Clearblue Advanced pregnancy test commercial several dozen times each day. Why, internet gods, why? What did I do to offend thee? Whenever I click on a video or article these days, I brace myself for that insipid music, that stilted acting, that dreary dialogue. Keep in mind, I have now seen this commercial more times than I've seen all my favorite movies put together. I should have it memorized by now,
There are a few different versions of this commercial floating around. The shortest edit mercifully cuts down the dialogue by a few lines, for example, but adds an uncomfortably long, text-only, oppressively silent disclaimer at the end explaining that this particular pregnancy test is not meant to take the place of a visit to a real doctor and that, if you use it, your child has a 40% higher chance of being born with either more or fewer fingers than what is considered "normal."
Either way, you get the basic plot here: two textbook "basic bitches" sit across a kitchen table, and one reveals to the other that she is two weeks pregnant, causing the other to squeal with delight. And how does the baby-mama-to-be know the number of weeks? With the Clearblue Advanced Pregnancy Test with Weeks Estimator™, of course! It seems pretty benign, and it only lasts 15 seconds. So why do I hate this ad so much? Let me count some of those ways.
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| This ad's color scheme: taste the rainbow. |
- The music. I mentioned this before, but the background score is beyond wretched. There's no integrity to it whatsoever. I mean, just listen to it! It's this sappy, wussy, "la la la," frou frou frippery, the musical equivalent of low-fat yogurt with no fruit on the bottom. And I think part of the melody is swiped from the "Every kiss begins with Kay" jingle from Kay Jewelers. At least those ads have the decency to include Jane Seymour, a lady of character and taste, rather than these two colorless ninnies. And speaking of color...
- The overall production design. I know that Clearblue has "blue" in the name and that the company's business model is founded upon baby-making, but even so, the "baby blanket blue" color scheme in this ad is oppressive to my eyes. I mean, the clothes, the walls, the furnishings, and even the actresses' faces and arms have this pale, washed-out blue tint to them. This whole commercial looks like it got badly faded on laundry day. And, of course, the women in this world don't eat, so what do they do with their plates? Stick 'em on the wall, of course! Gah! What awful parallel universe is this? Because it certainly doesn't look like any place on Earth.
- The acting. I can't decide whether the acting in this commercial is subtly brilliant or not-so-subtly terrible. If these women are supposed to be actual friends who really do care about one another, then the acting on display here sucks eggs. But, on the other hand, if the subtext here is that these women secretly hate each other and can barely disguise their contempt for one another, the acting is pretty good. Because that's what comes across when Not Pregnant Lady covers her face to deliver the commercial's big line: "Oh my god! I think I'm gonna criiiiii-yeeeee!" On the outside, she's pretending to smile. On the inside, she's screaming, "I hate you! I hate you! I hate you!" But I'm pretty sure these women are genuinely supposed to enjoy each other's company, so I'm going to say that the acting is lousy.
- The women themselves. One of my favorite hobbies is making snap judgments about people based on just fleeting first impressions and very little actual evidence. So, of course, that's what I did with the women in this commercial. I've judged them and found them guilty on a number of charges. Specifically, I have decided that these two ladies are the poster children for "basic bitchery" in the social media era. Their lives revolve around yoga, North Face jackets, UGG boots, pumpkin spice, and their own smartphones. And what do they do to relax? Well, they sip overpriced coffee from giant white mugs in a hermetically-sealed kitchen and natter on about the joys of getting knocked up.
So there you have it, folks. I think the evidence is all there. The Clearblue Advanced pregnancy test commercial is a flagrant and unmistakable violation of the Geneva Convention. Its cast and crew should be soundly horsewhipped for a period of no less than 15 consecutive hours. Thank you.