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March 20, 2006
Must Drink TV
I fancy myself a rather sophisticated consumer of advertising. Time was, I would take ads at face value. I actually got excited for the Olympics. Spots for the next episode of the Cosby Show, where nothing interesting EVER happened, would keep me riveted. And I'm actually embarassed to tell you how many hours of my youth I wasted by watching the Miss Universe Pageant. They went on about how it was the one time of the year that the most beautiful woman in the world was crowned, so there I was making my predictions and keeping score -- yes you heard me-- with mom. To think I could have been binge drinking or having indiscriminate gay sex. Ah well... wasted youth.
When I saw the new ad campaign for Southern Comfort, touting not only a new drink mixing the insipidly sweet spirit with lime juice, but the fact (repeated over and over and over again), that we're now supposed to call it "So Co." "Riiiiight," says I. "So Co. Riiiiiight." I am so smart and smug and no marketer is going to get me to call it "So Co," even though the song from the commerical is a little fun and the graphics are pretty neat.
Then I was at a party on Saturda, when PETE -- a grade-A, gen-u-wine young person who invents slang and listens to indy rock and is so cool he openly dissed Von Dutch hats months before anyone esle did -- ACtually in ACtual conversation... ACtually called it "So Co." He even said it more than once.
To preserve my superior self-image, picture me, rolling my eyes and sighing audibly at PETE's naivete. Thanks. In reality, PETE is still cooler than me by a factor of, like, twenty. Ugh.
Happy first day of new job to Pete, now with 100% more Los Angeles!
Posted by kyle at March 20, 2006 11:40 PM
Comments
In PETE's defense and mine, we've all been calling it "SoCo" for as long as I can remember knowing about it - since at least 1999. Also I've never seen a TV ad for it. So I can say with about 95% certainty that PETE didn't start calling it "SoCo" because the TV told him to.
Posted by: Hip E. at August 1, 2006 3:51 PM