So the chili recipes have been tasted, beers have been jugged and another Superbowl has come and gone. Incidentally good job Patriots! And we have finally caught the full ad for the the Danny Trejo Snickers ad, I was talking about last week. And regardless if you have or haven’t seen it, it deserves a watch so check it out below!
However Snickers wasn’t the only ad that had a celebrity-driven Ad. You may have caught Pierce Brosnan’s KIA ad, by David & Goliath, starring Pierce Brosnan trying to audition for James Bondsy sort of role.
And it’s beautifully tongue in cheek because of course Pierce Brosnan thinks he’s being asked to go James Bonding around. He’s the Michael Keaton of James Bond actors (I mean seriously can you name any of the movies he’s been in after James Bond?). And that’s what makes it so awesome. It’s not just an example of Meta Casting, a common enough trope for ads. But also being Meta to another level of literal; poking fun at the Meta Casting of Pierce Brosnan.
The ad’s message is of the buy-this-because-I-use-it-and-I’m-popular that is one of the oldest techniques in ads. And with Superbowl ads expected to be such high budget amazingness that people (like me) watch the Superbowl just to see them, casting prolific actors is one of the easiest ways to make it happen, e.g. William Shatner’s newest Superbowl Ad or Seth Rogens from a couple years ago.
What’s so special about Pierce Brosnan’s ad is that it is a fulfillment of our modern narrative aplomb with self-awareness of our own pop culture consumption and we go along with it with a snigger and a wink. We see Pierce Brosman expect the ad to conform to what he expects everyone expects of him, just spy-thriller action car chases until it’s no just a regular car driving through beautiful scenery ad. We aren’t given the stereotypical ad of most car commercials or the meta-casted ad of the celebrity doing what he’s famous for, but how we imagine the planning session plays out. The ad is aware we want high-quality ad with a tight-story that makes maximum use of Pierce Brosnan and how we see him and how he knows we see him: his one-hit role as James Bond and nothing else.
In marketing it can be taken to acknowledge our understanding of what consumers think of a brand and what they want from it. This is encapsulated in the slogan: “The perfect getaway vehicle” a perfect play in this clean sentiment of Kia’s expectations but also Pierce Brosman’s expectations, and our expectations? We came here to watch the ads of course we’re going to admire how clever the slogan is in it’s own right.