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Techno or Porno

12 February, 2008

This American advert promoting the new noise cancelling Jawbone bluetooth headset is particularly intriguing on two levels. Firstly, the ad shows American rugby players, now, whenever I’ve mentioned rugby as a game to any American male, they have always maintained that rugby is by far not as rough as American football, but then again they would, even with all that padding and paraphernalia, Americans insist that it’s one of the toughest games on the planet, whereas our rugby is ladylike by comparison.

I think, this is why the ad company have picked rugby players as apposed to American footballers, they don’t want to alienate a large section of their technology buying male customer base, instead they pick a sport that hardly anyone in the states plays.

Secondly, the ad men have really gone to town on the actual kissing in this advert. It goes beyond a manly bonding kiss, these guys are practically eating each other and they take off their shirts to get some skin on skin action too. I appreciate that some women are now beginning to admit to being turned on by man on man action, in the same way a man will readily admit he is by woman on woman action, but does this advert imply, that the girls in the bar would find the guys actions a) a turn on, b) amusing, or which is more probable, just bloody annoying in the same way I would if my quiet drink was interrupted by a gang of sweaty blokes generally being obnoxious. I wouldn’t care if they stripped naked and started copulating on the bar. I’d still be pissed off.

As an aside to all that, the ad also has one great flaw. The bluetooth headset fits in one ear. I don’t care how good it is at cancelling out noise from one ear, it still doesn’t block out noise from the other. This ad misleads you into thinking it cancels out all noise.

They’d never get away with that in this country.

p.s. Thanks to Mark Simpson for bringing this sporno video to my attention. I know snogging rugby players is one of his things…

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4 Comments leave one →
  1. 19 February, 2008 12:01 AM

    Thank you & welcome Marissa,

    Please feel free to poke about…just not too hard!

  2. Marissa permalink
    18 February, 2008 11:55 PM

    This is very odd. I had never seen that ad before and am frankly very surprised…shocked even…that this is an American ad. We are not known for our openess about male homosexuality. A little slap on the ass is about all the male contact our “footballers” engage in. I think you are totally correct in your assumption that making this look more English is what makes it ok…removed from American social standards somewhat.

    You’re also very astute at pointing out it fits in ONE ear!

    And to answer your question about the women in the ad…obnoxious and annoying…not a turn-on in anyway. Although I’m not saying male/male action can’t be hot! This just isn’t.

    Just found your blog today…going to look around more…very intriguing.

    Just me…Marissa

  3. 12 February, 2008 5:08 PM

    I totally agree, but I also note that the bar in which the ad is set, also has a dart board and a sign saying “tavern”.

    I’m wondering if the ad makers have set up a pseudo English pub, so that it appears more..English and therefore more detached from Americans. It’s easier to explain it all away by saying “well, of course it doesn’t happen here…”

    Interesting to note too, that the colours of the team shirts are strangely reminiscent of the burgundy and gold of Hogwarts & Griffindor…or am I indulging in my own Potteresque fantasies here.

  4. 12 February, 2008 3:13 PM

    Interesting analysis. I think you’re right about the choice of rugby rather than American Football. On the other hand, the ad does appear to be channelling, perhaps unconsciously, the legendary naked naughtiness of rugby players – which has become something of a cause celebre on the net lately.

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