Theoretically speaking, there is no bottom to the pop culture barrel, particularly as regards TV advertising. There will always be an ad that will sink lower and annoy more, always another commercial that will manage to limbo under our lowest expectations.
Wait . . . no . . . there is a bottom of the barrel! And welcome to it. I give you the ad for HeadOn, which has to be the worst, most irritating TV commercial ever made, that ever could be made. Compared to HeadOn, the awful Realcore diet pill ad ("Get rid of stubborn belly fat!") is a soaring aria to the nobility of Man.
For The Record
Los Angeles Times Tuesday July 25, 2006 Home Edition Main News Part A Page 2 National Desk 0 inches; 25 words Type of Material: Correction
Diet pill: Dan Neil's 800 Words column on the TV commercial ad for HeadOn in Sunday's West magazine misspelled the diet pill Relacore as Realcore.
For The Record
Los Angeles Times Sunday August 06, 2006 Home Edition West Magazine Part I Page 5 Lat Magazine Desk 0 inches; 22 words Type of Material: Correction
The 800 Words column on the TV commercial ad for HeadOn ("Ad Nauseam," July 23) misspelled the diet pill Relacore as Realcore.
The ad is simplicity itself, if simplicity reminds you of North Korean propaganda. A woman rubs her forehead with what appears to be a roll-on deodorant while a female voice shouts: "HeadOn, apply DIRECTLY to the FOREHEAD! HeadOn, apply DIRECTLY to the FOREHEAD! HeadOn, apply DIRECTLY to the FOREHEAD! HeadOn is available without a prescription at retailers nationwide!" This is the 15-second spot. Because of the economics of basic cable advertising, the ad will often run back to back, so you get 30 seconds of "HeadOn, apply DIRECTLY to the FOREHEAD!" etc.
This is the sort of thing that sends people into bell towers with rifles.
When I first saw this commercial, I thought I must be missing something. What, exactly, does the product do? It appears to be a balm of some kind, but for what ailment? How many people suffer from forehead pain? Perhaps it was for headaches. And then I began to spy a certain kind of genius about the ad. A headache remedy ad that causes migraines. Brilliant!
Indeed, I began to wonder if it wasn't maximally schlocky on purpose, the TV ad equivalent of outsider art. It has, after all, the surreal vertigo of some crazy piece of installation video or a Japanese blast ad, the kind accused of producing seizures. I also suspected the ad was supposed to be funny. For instance, there is this big yellow animated arrow pointing vigorously at the woman's forehead, next to the words "apply directly to the forehead." Wait, I'm confused. Where do I apply it?
This had to be some sort of spoof, some piece of carefully calibrated irony like the Old Navy or the Enzyte (natural male enhancement) campaigns. Perhaps it was a viral anti-ad that escaped the confines of the web somehow to reach legitimate TV. At least I wasn't the only one baffled. A quick google of "Apply directly to the forehead" returned hundreds of pages, with many bloggers howling for medieval tortures to be applied to the person responsible.
