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The Freakiest Ads of 2011

Thank you, Tim Nudd at AdWeek, for posting the 30 Freakiest Ads of 2011. Some of them were quite disturbing (I think the anti-child abuse PSA from Ireland hit me hardest (literally). And some are freaky in the way they just push the boundaries of what is taboo. But many are prime examples of the popularization of tropes of the uncanny in a way that is so orthodox, it’s a little mind boggling. In my review of this annual top thirty list, it seems to me that the ads that take the symbolism from their slogans or product names the most literally are the ones who generate the strangest of all ads.

Note how Freudian these ads are in their symbolism. The number one pick is literally a series of dream scenarios offered up for viewer interpretation. The truth is, ALL ads are dream scenarios to begin with, so Nudd’s selectio of this one — while being the most “freakiest” — is also at the same time the most honest.

I am always interested in advertisements for chewing gum (the first chapter of The Popular Uncanny focuses on the history of gum advertising in fact), because they must go out of their way to grab our attention and “sell us” on buying something akin to food — that is, something we chew but never swallow, in a simulacra of consumption.

Here’s one from the list that is the most audaciously Freudian I’ve seen in quite awhile: a video from the “Unexpected Turn” campaign for Vivident Gum:

Another uncanny ad that struck me from the “freakiest” list is the giant ear that moves of its own accord, in ESPN’s Sports for Your Ears advertisement. An obvious example of animism, with an ambulatory body part taking on all the characteristics of a sports fan, but it’s more like a wacky dream than an advertisement. I find it telling that in the opening of the ad, the ear is shopping, and when it is at work it is a psychologist (subtly recalling (if not directly referencing) the faux radio host Frasier from TV: “I’m listening”).

Some in the list are hilarious. Some are disturbing. Some are not safe for work. Most employ the uncanny to sell a product. See them all at AdWeek.

Leave a post if you want to tell us which ones you’d put in your top two.



Strange Rain: An Uncanny Interactive Story for the iPad

STRANGE RAIN is a new iphone/ipad application (aka “app”) by Erik Loyer at opertoon.com that, simply, simulates looking through “a skylight on a rainy day.” Rain falls from the cloudy abyss “above” the viewer to splatter down on the glass of the device. Tilt the device and the atmosphere tilts back, too, maintaining a 3-dimensional appearance that makes it genuinely feel like you are looking up through a portable, handheld window into a sky. You can make gestures with your fingers and cause the rain to gather into a column that follows your fingertips. You can tap on the glass and make music…and words begin to flash in “whispers” beside the raindrops…or, if set to “story” mode, the words appear in complete phrases, in errant but profound micro-musings, evoking a narrative (see Holly Willis’ review at KCET for a description of the ‘story’). The game encourages interactive finger-tapping and dragging as it plays musical notes with each touch. Tap quickly, and you “fall in” to the sky, as the clouds above become framed by other clouds…and still more frames of clouds, cascading and creeping in around the edge of the screen, frame inside of frame inside of frame….

It’s a very mellow, hypnotic kind of 21st century phantasmagoria. Words can’t describe it as well as the sample video on their website:

Strange Rain Preview from Erik Loyer on Vimeo.

The app is quite simple, even monotonous to a degree, but it seems to be surprisingly popular for what amounts to an interactive haiku (Apple featured it in their Entertainment category, and it hit #1 on Jan 14th). I usually don’t buy these kinds of “eye candy” sorts of things, but there are times when it’s worth it to just kick back and relax with a computer/device and see where the muse takes you. There’s something very “zen” about this sort of application — and as Fast Company points out in their review, there are already a host of other “ambient meditation aids” out there in the ipad/iphone market — and we’ve also had New Media Poetry and other forms of Electronic Literature for decades now — but there’s more to the attraction than its successful application of this genre on the ipad platform. On his blog, the app’s author, Erik Loyer, once referred to this approach to gaming as prompting “casual significance” – taking “a stab in the dark, doing things you’d like to build theories around but shouldn’t, and as such they enable you to walk into the unknown with joy and confidence.” Creative minds need to do that. But that wasn’t the entire draw for me: when I read the description of the app, I immediately noticed how it employed the language of the uncanny, and had to give it a try:

Strange Rain…feels as if you’re holding a living window in your hands. The more you touch, however, the more strange the rain becomes: layered skies, visual anomalies and shifts in speed and color, even the occasional cataclysm if you’re not careful. Before your eyes and beneath your fingers, the familiar becomes strange, and the strange, familiar.

Any reader of Freud would recognize the opposition of the familiar and strange as unheimlich — and it is precisely the tropes of the uncanny, rendered interactive (“beneath your fingers”), which make this “living window” so curiously appealing.

Instructions for Estrangement in Strange Rain

Though the game subtly plays off our instinctive “sky is falling” kind of fear, virtual rainfall in itself is not so disturbing. Yet the effect is uncanny. In a review at iphonefreak.com, Andy Boxall compares the app to a David Lynch film, and in the process nails the reason why: “The oddness comes not only from the appearance of the rain falling from inside your device upwards, but from the discordant tunes you can make while tapping the screen.” Let’s talk about these two elements — the visual and the aural — to probe into what makes this app so “strange.”

In Strange Rain, the world is rendered topsy-turvy because we are so habituated toward thinking that the sky is always fixed in a position up above us. Gravity is a natural law for us. Click on this app with an ipad down on your lap or desktop, and suddenly the world has been turned upside-down, fostering a minor sense of acute weightlessness. “Rain” still “falls” in a natural way, but it does not so much fall down on you as fall at you. This feels a bit threatening, sure, and the inversion of our perspective on the world is felt as threatening because it challenges our sense of mastery over the environment. But that threat is offset by a larger fantasy of control over the environment, too: we can “magically” manipulate — nay, orchestrate — the rain with our fingertips. And who hasn’t wanted to control the weather? Or, to quote the game’s tutorial, “reset the world”?

[pullquote]The uncanny is never really just about “scary” objects, but about the projective fantasies we have that seem to “come to life” with more power than we imagine they might have.[/pullquote]

Yet at the same time, the glass is a persistent barrier in this relationship, and the use of cascading frames as you probe deeper into the game persistently reminds the player that the window remains a medium that enables this “control” but at the same time blocks the user from really ever touching or feeling the water and other elements implied by the game’s diegesis. This is why the music — a pling-plongy waltz of notes that change tempo when you tap — is so important, “framing” the experience as an aesthetic one, set to a soundtrack in the foreground, while the “ambient” sound of rainfall is pushed sonically into the background. Diegetic and extra-diegetic elements compete in a way that render the familiar elements of nature (rainstorm/sky) strange (mediated by sounds/images/words). There is a play, too, between what is pre-programmed and what is randomized by the user, as well as between the inescapability of gravity vs. the mobility of the app, which generates oppositional tension: the game flip-flops the fantasy of mastery over the environment with the feeling that the environment is master over the user.

Perhaps the oppositional tensions I have been describing are a common structural element to most interactive handheld games, but the aesthetic framing of this one explicitly puts such issues in the context of a subjective fantasy about the natural environment, where “thoughts” are projected directly onto the sky. I am reminded of the way we often imagine we see uncanny shapes (animals, faces) in random cloud formations. The uncanny is never really just about “scary” objects, but about the projective fantasies we have that seem to “come to life” with more power than we imagine they might have. Strange Rain dramatizes this fantasy in a contemplative and mesmerizing way.

Visit Erik Loyer’s “Generous Machine” site for more of his projects, which include interactive comics and other ‘virtual windows.’

Strange Rain was also recently reviewed in-depth by CNN, who raises the question, “What exactly is it?” The answer: a postmodern phantasmagoria of the popular uncanny.



Kung Shoe

This Fall 2010 television commercial, Kung Shoe DSW (also archived on their corporate site), uses a clever pastiche of contemporary action and martial arts cinema to advertise Designer Shoe Warehouse‘s “Killer Boots.” It’s cute and funny and obviously an effective, eye-grabbing advertisement for the company, as artfully made as any Jan Svankmajer film. It is also a great example of the domestication of the popular uncanny in commercial culture.
[pullquote]It doesn’t matter that DSW is a shoe warehouse, and that they surely don’t want one type or brand to be a “killer” of everything else they offer for sale. They probably also don’t want you to associate every shoe box with a coffin, either. [/pullquote]
First, the ad does what all stop motion animation does: it gives “life” to inanimate objects through an artistic application of cinematic technology. This method is so familiar to us now in the 21st century that we take for granted the strangeness of it all: the boot can literally “kick bootie” as if it were not only a living character with motives and a life to protect, but also high skill in self-defense. No small matter, too, that this object is a boot — obviously the best fashion accessory to show a “kick” — but more importantly, it functions in the orthodox sense of the Freudian uncanny: it operates like a dismembered limb acting on its own accord, since all these acrobatics are imitations of human appendages. [Indeed, this suggestion is obliquely made when our protagonist -- a "single" amputee, separated from its other partner foot -- first meets up with a pair of villainous boots which are shot from "boot level" when they step casually in front of the character, spaced apart like two human legs between our position and the "killer boot's" -- implying a human body standing above, off frame.]

The Foe Steps In

On another level, the uncanniness of this humorous advertisement floats invisibly in the context of its consumption. This ad, while clever, wouldn’t make any sense in a world without genre films. Immediately, the whole scene feels strangely familiar in that it not only uses the generic “trope” of a parking garage ambush to explain the scenario, but it also references any number of post-Matrix action films that use “bullet time” techniques which essentially freeze a moment and spin the camera around in a 360 degree effect to fetishize the moment of impact in a spectacular way: a filmmaker’s attempt to make the fight all the more real because we’re invited to visualize the actual force of the violence, despite the entire artifice of the enterprise. This is the “magic” of camerawork applied to very real physical acting, generating spectator awe because the cinema technology (ergo the spectator’s experience) has power that supercedes the “physics” of the time and space in the universe we are ostensibly being shown. It is a supernaturalized “special effect.”

In the broad scheme of things, to imagine a single boot taking on an army of ninja shoes in a dark parking garage is simply ludicrous — but it is hilarious precisely because it is so fantastically imaginary yet hauntingly familiar. The shoes all are given squeaky voices — delivering high pitched “hi-yahs!” as they “attack” the protagonist, who — after dealing the final death blow to a foe who ultimately knocks over a crate of shoe horns — emits a deep and somewhat smug little chuckle.

It is at this moment — when the video takes a moment to laugh at itself before delivering its advertorial message — that the emotional effect is felt as particularly uncanny. For it is not simply that the boot/limb is “possessed” with a soul but the visual medium itself presumes a sort of hyper-self-awareness that up to that point is not really acknowledged within the text proper. This sort of slippage into meta-commentary is a peculiar element of popular culture, which frequently relies on intertextual nods and winks to appeal to the viewer’s sense of media savvy…and reflecting it back with a knowingness that implies that the medium itself is what has this magical power to give life to lifeless objects. There is always a sense of death underpinning such phenomena when we experience it, which we acknowledge with laughter — just like we do with a yelp of terror or even that swimming sensation of dislocation we feel — when we experience the uncanny.

Indeed, the humorous tag line (“Boots Kick Bootie”) and the anonymous female voiceover that subsequently kicks in provides a reassuring sense of comfort that this was “only” an ad, and communicates a sense of relief that the weirdness of it all is fully explainable in the context of the mass market (since there is no context given for what is shown until the very end). The uncanniness is domesticated in the framework of advertising culture. When the rapidly edited images of shoes being placed into the shipping crate in the very final moment appears, one might miss the fact that what is being dramatized is a sort of coffining of the victims of the battle. It is subtly disturbing that the ad ends on that final “ting” as a shuriken flies from off screen space (our space?) and thunks into the coffin-like shoe box, an empty space infinitely replaceable with any sort of body/shoe.

Death sells.

It doesn’t matter that DSW is a shoe warehouse, and that they surely don’t want one type or brand to be a “killer” of everything else they offer for sale. They probably also don’t want you to associate every shoe box with a coffin, either. While this all could suggest a sublimated guilt over the dead animal skins that sometimes go into the shoes on our feet, or even some anxiety about imports and labor, these deeper feelings are really not as important as the fetishism of the commodity that TV commercials like these seek to promulgate. The emotional appeal that underpins the silly humor in this ad overrides all reason: if you want power (and desire survival) then you want one of these “magical” boots.



Living, Breathing…and the Autonomous Movement of Fur

Perfect Petzzz Sales Kennel

Perfect Petzzz Sales Kennel

“These adorable pets offer a real pet ownership experience without the hassles and expense. Say goodbye to feedings and vet bills. Say hello to lots of love and cuddles. Perfect Petzzz – the ultimate pet.” — Perfect Petzzz website

“It is not a toy,” [VP of Marketing] Clarkson says, “but this is the closest you can get to real pet ownership without the hassles or responsibilities of owning a real pet.” — journalgazette.net

“In 2005, Perfect Petzzz® generated more than $20 million in retail sales in its first full year of operation. In fact, the Perfect Petzzz cart program was named the most successful new product concept in 2005. With the overwhelming demand for these lifelike puppies and kittens, we’ve seen other companies try to produce imitations.” — CD3 Press Release to PP Mall Dealers

Perfect Petzzz are stuffed animals that breathe.  The autonomous movement of their fur — controlled by a battery-powered engine you don’t expect to be there — is enough to trick the eye into presuming that the puppy or kitten curled up on the floor is actually a living, breathing, pet.  Cute, and perhaps attractive to your hand’s caress, until you touch it and realize it’s not real.  Then you are startled and the toy enters the already doll-crowded realm of the popular uncanny.

Of course, the Perfect Petzzz (the ”zzz’s” are for snoring)  are plastic.  And therefore the animal it represents is literally as dead as it looks, with its eyes closed and body stiffened into a disturbing fetal curl.  It should not move, but it does, and it is this representation of death-stirred-to-life — of the presumed inanimate object surprising us with its animation — that gets our reaction.  The tricky switcheroo of statuses between familiar and unfamiliar spin the roulette wheel of certainty:  the domesticated animal is rendered un-familiar (stuffed, inanimate) then restored to a heimish (cozy) status of sleeping and napping..

It is surely cute, and there is little difference between a breathing stuffed animal and a toy doll that burps or blinks.  Of course, even the cutest of dolls are inherently uncanny in the way they are semblances, pale imitations of life…but the creepy thing in this case is not so much its status as automaton, as the fact that this “sleeper” never wakes up.  These are comatose pets…and that, perhaps, is what makes them so “perfect.” Like the commodities these organic creatures have become, our domesticated pets are “perfect” when they are behaved, controlled, and easily replaceable after they expire.  Even more, these plastic pals are simulacratic forms of taxidermy (and surely a savvy taxidermist has already borrowed the motor or at least the concept for an experiment or two).  Another form of death, fantastically alive through the magic show of animism, nostalgia and fantasy.  Living, breathing, death.

Petzzz Adoption Center

Petzzz Adoption Center



Video Games and the Uncanny Valley: Photorealism vs. Stylization

James Portnow and Daniel Floyd present a very articulate explanation of ‘uncanny valley’ theory for game developers in their animated lecture series for Edge-Online, “Video Games and the Uncanny Valley”. I particularly like the explanation of the pros and cons to the two strategies game designers and animators are using to approach the ‘problem’ — photorealism and stylization.



A Choreography of Cameras: “Hibi No Neiro”

Published by Michael Arnzen in Film on July 22nd, 2009

I discovered the “cover song” web podcast site, Coverville, earlier today, and was musing over the way in which one band’s version of another band’s overly familiar song can chime the chords of the uncanny. But then I saw this video for Sour’s “Hibi No Neiro” — which I don’t think is a cover song — and my chords were chimed directly. The unexpected synchronicity of the choreographed shots — across so many webcams (if that’s really what they did here) is pretty remarkable. As the writer at Coverville puts it accurately: this video is very “Michel Gondry” (who, incidentally, I just learned released a second volume to his classic Works DVD exclusively on his website!). Like Gondry’s work, it made me do a double-take in one of those “I can’t believe my eyes” sort of experiences. But it’s not really scary; it’s more of a celebration of the potential for social connectedness through internet technologies. Enjoy:

SOUR / 日々の音色 (Hibi no Neiro) MV from Magico Nakamura on Vimeo.

And here is my favorite all-time Michel Gondry video, adapting the Chemical Bros. song: “Let Forever Be”.