Here is another post on a commercial, and another post on American mythology. This does not mean BwP has abandoned the Greeks, or become a marketing blog. Not yet, anyway. But we're all about stories, and commercials are telling them.
If you've ever clicked on an Internet news video, you know that you're in a for a large advertisement-to-content ratio. You get a thirty-second commercial, and then a minute-and-a-half news item. Which is why I tend not to click on Internet news video links. It's like being charged $20 to take out $40 from the ATM.
This morning, I did click, and got the whole news item, and the commercial didn't load until afterwards. Kind of different. I decided to give the commercial a go.
Now's your chance to go see it. Go on,
click.
You're back.
Didn't Pillsbury hit a home run? Wasn't it lovely? Didn't you love the reference to The Wizard of Oz? Weren't the people in it attractive? Didn't those crescent dinner rolls look perfect? And the music: straight from Touchstone Pictures.
This is high-gloss. Pillsbury spent a lot of money. And to top that off, they want the ad to go viral. They're donating money to a food bank charity every time you email the video to a friend. (No donation if you blog about it, unfortunately).
Now my first reaction was, "So it's a home run. Is it going to make a difference?"
Crescent rolls are so twentieth-century. They're white bread, the least cool food on the planet these days. More and more people seem to be coming up allergic to it. Rolls also take time to make, in a conventional oven (= global warming). Plus, how many of us are sitting down to dinner anymore on a work or school night? Who is home to make these almighty rolls?
Dinner bread. Pterodactyls. Think about it.
But. But. But.
Pillsbury has one important thing on their side: thousands of years of agrarian history and prehistory. Which means thousands of years of mythology, religion, and tradition.
This spring a nutritionist, a friend of the family, visited my house and proclaimed that if I wanted not to be depressed, I would need to cut out all wheat and most starches from my diet. I listened, and then I had two pieces of toast with butter.
Bread packs a caloric wallop. It is more dense in calories than almost any other food, which is why human beings can subsist on it and almost nothing else during times of famine.
All that to say bread equals security. Bread equals freedom from fear. Bread equals comfort, happiness, and home. The slightly sweet taste of white bread adds that little extra pleasure that we first got from the taste of mother's milk.
There's a reason my American Mythology category is called Cinnamon Toast with Pandora.
And then there's the smell of hot bread. Wow. There's nothing like it to get our pleasure sensors firing.
And of course, in Pillsbury's case, the Doughboy, a divinity, an American icon of all-right-ness.
So few things these days promise security. The media, in the name of content, has done in-depth reports on everything we have loved for thousands of years and almost everything leads to death. Add to that the bad economy, the ongoing wars, American car companies as good as begging on the street. Socially, we've got challenges, too. We have a new president of unfamiliar skin color, and marriage is opening up to couples of the same sex. It's a jangly time, folks.
Anything that can suggest comfort at this uncomfortable time seems like a good bet.
General Mills is Pillsbury's parent, and it's trading around $60-something a share right now, closer to its 52-week high than its low. That's pretty fantastic in this stock market. I guess it can afford a glossy, Christmastime ad campaign.
And to shell out a few extra dollars for those folks who can't afford any kind of bread at the moment.