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Badly done, Verizon, badly done.

April 7, 2010 Leave a comment

“It’s the first time you’re letting your daughter shop on her own.  So here’s your moment of truth, mom.  Which 3G network would you trust to run apps like family locator when it matters most?  When you want your 3G network to work, you want Verizon.”

Does anyone else find this commercial incredibly creepy?  It takes a completely normal event – going to two different stores in the same mall (and the daughter in question looks at least mid-teens) and makes it sound like a life or death situation.  It is manufacturing fear and then selling the solution to that fear.  In the ad, the mom watches as her daughter rides the escalator down – out of sight!! Then she checks her family locator application on her phone, sees that her daughter is, in fact, still inside the mall, and smiles.

I am particularly troubled by the voiceover’s personal address to the mother.  The tone of voice, “moment of truth,” and use of her name make the situation sound like all of parenting comes down to this decision: are you a good mom or a bad mom?  A loving parent or unfeeling?  Someone who cares about your child’s welfare…or someone who choose AT&T?  It plays into deep fears and insecurities, worries about children being lost, hurt, killed.  All to sell…cell phones?  Not acceptable.

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Categories: Choices, Media Tags: ,
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