It appears that a lot of folks have the same reaction to the latest round of Seiko watch ads that I have had. Disbelief. It's one of those times you just have to shake your head, because there's nothing that can be said. Nonetheless, I will try to say it anyway.
For the uninitiated, Seiko's latest commercials state a number of "facts." These "facts" rotate depending on the commercial (in print and TV) but they state things like this:
It's not your car. It's not your music. It's not your favorite color. It's not your neighborhood. It's not your perfume. It's your watch that tells the most about who you are.
Now, during the Christmas season, I expect to be inundated with senseless, moronic ads that try to entice the consumer by playing on greed, envy, lust, power - you name it. You have to admit, though, this is a new low.
I've talked a lot about Identity in this blog, and I can guarantee you it isn't revealed by the watch you wear. I'm sure most people know this, but Seiko is apparently trying to convince us otherwise. Or maybe they're pushing the envelope of advertising nonsense for the publicity.
Martin Marty of The Christian Century writes, "The most pathetic in a field rich in pathos is the Seiko ad pronouncing, 'It's not your shoes. It's not your car. It's not your music. It's your watch that tells most about who you are.'" There seem to be many bloggers and others posting on the Internet who are lambasting this senseless ad.
Of course, my background is in the church, and the Bible verse that came immediately to my mind during this ad was, "They will know you...by your love." But I guess that wouldn't sell jewelry.