You may have heard that Pepsi is running a deaf-related commercial in the Super Bowl on February 3. You can read an article about it by clicking HERE and see the actual commercial on YouTube HERE and a “making of the commercial” video HERE.
The commercial is based on an old deaf joke about two guys forgetting which house their friend lives in, so they lean on their car’s horn and the lights go on at every house except their friend’s.
I think it is great to see deaf themes and deaf actors in TV commercials. But I have misgivings about this particular spot.
I never much liked the old joke because it is based on the premise that deaf people are rude and inconsiderate. The deaf guys don’t care that they woke up the whole neighborhood, they are only interested in their own selfish needs, finding their friend’s house.
Now, thanks to Pepsi, this negative perception of deaf people will be not-so-subtly reinforced to millions of people all over the world.
Also, as someone who has studied scriptwriting, I think it’s important for things to make sense. Yes, I know, commercials are supposed to be funny and offbeat, but I’m still very confused by a few things:
1) The Super Bowl isn’t played in the middle of the night, it starts around dinner time on the East Coast, so why is everyone’s house pitch black?
2) If Bob is having friends over to watch the Super Bowl, why is his house also completely dark?
3) How did everyone wake up and get out of bed and turn on their lights in three seconds?
4) Don’t they know if you want to see outside at night, it’s easier if you don’t turn the inside lights on?
I know, I know, I’m being an old poop. It’s a TV commercial, not a documentary on deafness. It’s supposed to be funny, not make sense.
But I can’t shake the feeling that it could have been done better. Maybe they ought to let us deafies write some of the commercials ourselves. What do you think?
14 Comments
January 25, 2008 at 1:41 pm
It didn’t say SUPERBOWL
just say will be late for kickoff Can be MNF or Sunday night
but yeah not make any sense dark on street
At Least People will laugh
January 25, 2008 at 5:12 pm
Tom,
It was written by two deaf employees of Pepsi. It was also made by mostly deaf staff I believe (I think this was mentioned on one of the YouTube video posted at Grumpy Old Deafies
PS ironically you post a funny post about BSL interpreter stuck in TV and tell Jen to relax, it’s just a joke…
Likewise with this commerical – it’s just a joke!
Couldn’t resist not pointing that small double standard there although I get you when you say you’ve studied script writing.
January 30, 2008 at 10:17 am
I thought it was hilarious. It shows the diversity of the deaf culture that has so long been put on the backburner. If you are taking offense to the commercial, think about this.
90% of all deaf children are born to hearing parents. At some point we are going to have to realize that and show levity and help everybody else understand that being deaf does not mean that you are dumb as well.
I have two deaf children. I understand and realize that they are going to have to go against many people who think that way.
Way to go Pepsi. I thought it was great.
January 31, 2008 at 5:24 pm
1) Actually, that scene was filmed in the UK which is dark when the Superbowl kick off.
2) Watching the game in the basement or in the garage at the back?
3) Remote control?
4) Ermmm….pass.
Besides, you guys got Sidekicks etc so why not use that.
I enjoyed the advert nonetheless!
February 7, 2008 at 12:30 pm
I couldn’t understand what was going on; had to ask a hearing friend of mine to explain.
February 7, 2008 at 1:17 pm
crooks and liars go go coke company
February 9, 2008 at 12:15 pm
Another faux paus: how can a deaf person afford to live in such a nice large house in an affluent neighborhood?
February 9, 2008 at 12:23 pm
Gee, R.A.D., I sure hope that was some kind of a joke, because otherwise it’s a very audist thing to say. Plenty of deaf people have good jobs and earn a good living and can afford a decent house in a nice neighborhood.
February 9, 2008 at 12:42 pm
Of course that was some kind of a joke. It’s not very realistic. Me and my friends said “yeah, right” about that nice neighborhood. I struggle to make ends meet and live in a cramped apartment in a large building for low-income residents. Also, plenty of my forty-something deaf friends still live their parents.
February 9, 2008 at 1:19 pm
R.A.D., life is what you make of it. There are many opportunities for deaf people to further their educations and advance their careers, if that is what they want. Sure, it’s not easy, but it can be done, and deaf people do it all the time. I live near NTID (National Technical Institute for the Deaf) where many deaf faculty and staff earn a good living while helping to prepare young deaf people to do the same thing.
February 9, 2008 at 1:26 pm
I attended NTID (National Technical Institute for the Deaf) for seven years.
February 10, 2008 at 6:00 pm
R.A.D. … I’m not sure what is your point. I went five years, you went seven, I guess you changed your major, no big deal, what is your point?
Cramped apartment? Been there, done that. (Living with parents in my 40s? Um .. no.)
We all have our life stories and challenges. It sounds as if you were not able to capitalize on your education at NTID, which is not that unusual.
Life is like a box of chocolate, it’s what you make of it. When life gives you lemons, the sun will shine tomorrow. Does that help?
February 12, 2008 at 10:24 pm
Another thing to point out, when they get to their friend’s house, how does he answer the door bell or door knock if he is deaf and can’t hear it.
February 12, 2008 at 10:28 pm
wait, I see the lights are flickering off and on when they get to the door..nevermind.