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Film Studies 101
Feature
Ask The Expert: Which In-Movie Ad Would Make It In The Real World?
A top creative analyses the best (and worst) of in-movie marketing

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LACUNA INC.

TV Show: Eternal Sunshine Of The Spotless Mind

Painful memories? Agonising break-up you'd like to forget all about? Lacuna Incorporate can help! Especially if the idea of being hooked up to some kind of random H. G. Wells contraption by Carmine Falcone to a soundtrack of terrifying lift music holds no fears. Even a clever-clogs slogan ("Don't forget… with Lacuna, you can forget") can't save this one from advertising prison. Here John Yorke explains why.


THE
EXPERT'S
VIEW
"Rule number one here would be not to show the equipment. It's intimidating. Instead of focusing on the procedure, you'd show what a bright future you would have once it's done. If I'm going to have memory erasure, I want to be reassured that my life is going to be better afterwards, rather than focusing on the actual process. There's a reason why ads for laser eye surgery don't show you the laser. Instead, they'll show you the pristine world you'll be able to see, with blue skies and flowers and your grandchildren suddenly in focus. Same with this. If I'm going have memory erasure. I want to be reassured that my life is going to be better afterwards, rather than seeing the actual process. I don't think you'd show the patient here, either. You'd evoke how life will feel when it's done."

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Have Your Say
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Your Comments

1
I've had the "Pizza Guy" jingle that Billy Crystal wrote in City Slickers stuck in my head for decades now... for all that it nearly got him fired, it was awesomely effective! More

Posted by kevtiggersmith on Friday April 11, 2014, 22:58

2
I'd buy that for a dollar. More

Posted by Himself on Thursday April 10, 2014, 23:51

3 What, no "Total Recall"?
"For the memory of a lifetime, Rekall, Rekall, Rekall..." More

Posted by Pssyche on Monday April 7, 2014, 07:33

4
You forgot Fruity Oaty Bars! :-) More

Posted by opera_jedi on Thursday April 3, 2014, 14:02

5
Or The Mattress Man... More

Posted by rjgraham on Friday March 28, 2014, 21:52

6
I was hoping to see 'Maury's Wigs' from Goodfellas. More

Posted by DancingClown on Friday March 28, 2014, 16:08


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