Back a few months, I was asked by the dudes in Bane to participate in a promotional advertisement for their new album, The Note. At the time, I had no idea what the deal was. We were just told to show up at Toscanni’s at a certain time.
We showed up, chilled for quite some time (the weather sucked and traffic was all sorts of effed up), and finally began work. Turns out they were going to shoot a commercial to be shown on MTV2 and FUSE. Sounded decent enough. It’s nice to see EVR thinking outside the box on this one. Why bother putting ads in zines that hardcore kids read. Every hardcore kid either loves or hates Bane and knows definitively when the album was coming out. EVR stepped it up and decided to widen the market. Good for them.
So shooting begins. They bring Mitch in first. She’s nervous, and when she comes out 10 minutes later, she is a little confused. She tells me they ask questions and wait for answers. But the questions are really open ended and hard to answer. Great. I’m psyched for not knowing what to say or do.
My turn. I go in, and here is a quick rundown of the questions:
Dude: So, when did you first hear Bane?
Dude: What do you like about Bane?
Dude: What do you think about the new album?
Dude: What is your favorite Bane moment?
Dude: Do you have anything else you want to say?
Ok, what the hell? This was months before the promos were out. How the hell was I supposed to talk about the new album. I’d only heard two songs on the nerd or when they performed them live. And the other questions? Jeesh, not so specific or useful to an interviewee.
I walked out of the room a little confused. How the hell was any of that going to be useful for a commercial? I had no idea. Later that day, Mitch emails me to say she was having all her video pulled as she hated it. She thought the concept was wack, and she didn’t want her likeness used for the commercial. Whatever, I was just hoping my contribution would help out my friends.
Fast forward a month or two. The promos hit the nerd, and the new album sounds great. Then comes the commercial on FUSE. 60 seconds of chopped up quotes. I never saw it, but my brother-in-law and mother-in-law fell off their couch at one point when it came on. The 30 second version then hit the EVR site. I watched it. Wow. Semi lame. Quotes are fused together, taken semi out of context and manipulated into sentences. Great. Hear comes the haters now.
The b9 board gets a hold of this commercial and can’t stop laughing. Kids are straight on clowning this commercial. I can understand that. I’m not so fond of kids clowning my contribution, but after seeing this product, I guess I can understand why. Then someone decides to make a mock commercial. Also pretty weak. It causes a few laughs, but overall, I’m not really impressed by their efforts.
You can check out both commercials. Official EVR Ad and Shortbox.org version. Do with this what you will.