First, go watch this new commercial for Folger's coffee. The Anchoress just pointed that out and said "it's just really, really odd... I can't think of a thing to say ."
So, come on, there must be something to say. I mean, wake up, what are you, a corpse?
I'd like to see this on TV, preferably HDTV, widescreen, to get the full effect, but even just looking at that YouTube-ish rectangle, I'm going to give this commercial the Althouse Seal of Approval... and not just because it's cleverly creating web buzz. I approve because it's hilariously engaging and entertaining -- enough not only to prevent fast-forwarding but to inspire replaying and even conversation. And that conversation is engaging and entertaining: What the hell was that? How is that a commercial for coffee?
Yeah, go ahead and stretch your brain over this. And have a nice, stimulating cup of coffee before you start. It will help. Me, I just consumed a big, frothing cappuccino, so I can get you started on the extraction of meaning from this rich, satisfying blend of advertising brew.
We begin with a gray, nothing scene. That's the man's dream. We see the man in bed. He's sluggish, clinging to sleep. In the dream, scintillating, lively old folk arise from the sea, dancing absurdly. They sing to him: Happy mornings. You'll sleep when you are dead. They are the smell of coffee, rousing him from that sleep. You don't want to be sleeping now, in that gray limbo. You need to get up. Get the hell out of this dead place, sleep. You think we're scary and creepy? We're dead people! Do you want to stay in this dream? You're with the dead! Wake the hell up!
These strange folk on the boundary between sleep and wakefulness remind us of the choice we must make between life and death -- and the crucial role played by coffee.
UPDATE: A better clip of the ad can be seen on the official site, "Tolerate Mornings." Click on the TV.