Picks & Puis

As a media student, I can't help but be sensitive to what I watch on TV.

It was a pure coincidence. Two commercials that irked me, or maybe set me questioning their creative processes were selling local brands.

One was promoting TV Mobile. The TVC involved two very pugilistic guys in an action-packed chase sequence that ends inside a cab that has TV Mobile. The big idea was to showcase how anyone could be watching TV Mobile. Who's to say it's not so? They even added the tagline, "It's everywhere."

At first glance, the stunts probably stole the show. But if you think about it, why in the world would anyone be in such long runs, high jumps and dangerous flips just to reach a taxi with TV Mobile?

Isn't it supposed to be "everywhere" ?

I think either the tagline goes or the storyboard changes to better complement the entire concept. Imagine this: An astronaut walks on the moon, finds Gan Cheong Kin on a TV Mobile screen and sheds a sentimental tear. Or Nemo's dad bumping into a TV Mobile screen in the sea and watches Nemo's adventure in the city. Just some off my head thoughts.

The next TVC that irked me more was selling NUS Business School's image. Just caught this one tonight. And the irks have nothing at all to do with me graduating from NTU.

It showed a caucasian girl in a western home setting. She receives a letter from NUS Business School and shares her extreme joy with her mother after learning that she has been admitted to the course. They discuss the school and the mother says something along the line of "I hear the boys there are cute".

I'm sure there are cute guys there but there's not my complaint. I think it exploits viewers' perception of how western recognition and acceptance equate to prestige and excellence. If they think someone/thing of local breed is good, he/she/it has to be good. Is that really necessary? I admit that such a trend is prevalent but surely a top varsity like NUS does not need to perpetuate such misperceptions to get its point across? It is after all a local institution.

On the other hand, I saw a TVC that used its localism to very good effect. Ironically, it received flak for that.

"Where the bloody hell are you?" Sounds familiar? I felt that the tourism board from Australia did well to inject its unique (Singaporeans love this word, don't we) quality into the TVC that promoted Australia's history, nature and culture. Set me thinking, maybe if Singapore used some Singlish in our tourism TVCs, more people may realise how unique we really are.

Of course, it helped that a friendly bikini-clad lady said that line with a big smile in the Australian TVC. Imagine a boorish native saying that... kinda different effect?

And finally, just to maintain morals, it's not always right to see bikini babes on our black boxes. Case in point: Sports Illustrated Swimsuit Model Search that premiered on Channel 5 tonight. Well, the title says it all about the content.

In Pink's latest hit, Stupid Girls, current worrying trends are reflected. Young teenage girls obsessed with celebrity looks, disregarding sex as a popularity exchange, weight/health problems, acting dumb to look good... it goes on. And I think these are REAL problems. Watching just half hour of SISMS was enough proof. Attractive, slim young women fear THE CAKE; told that they have love handles, wrong hair, teeth, ass...

Think about what this does to an impressionable young girl watching the show. It does not tell where her physical appearance has flaws. It creates these flaws in her mind.

I've always believed that TV is really for entertainment. But there is always the line. The line that shouldn't be crossed.

Damn. Post-school syndrome starting up...