You’ve seen it. About a million times. Maybe you’ve even written one or art directed one or approved one. If you’re a production company you sure as heck want to sell one — they make $$$.
The multiple spokesperson spot. Or MSS for short.
Here are the three warning signs.
1: It is about a really boring product that has no emotional meaning but lots of blah blah blah to say.
2: It uses ‘hipster’ indie music in the background.
3: It shows a parade of people of all ethnic, social, demographic, age, weight, and serial numbers yacking — AND HERE’S THE REALLY CREATIVE PART — they magically and seamlessly COMPLETE EACH OTHER’S PHRASES!!! Wow! Miraculous. So an old fisherman in Maine is saying, for example, “Blizmo tools knows…”, and then a nun from New Mexico, right on cue, and in the exact same position, but now, instead of standing on a fishing boat in Boothby Harbor is in front of the most beautiful, Ansel Adams church, picks right up and says, “that you need tools that really know how to tool…,” and then it cuts to a New York City cop on a horse, etc. etc. etc.
It looks cool. And diverse. And man, is it expensive. The casting is usually gorgeous as is the shooting.
That’s it. The BSS, oops, I mean, the MSS. It’s like buying IBM, nobody can be offended. But if you really want to strip away the veneer, imagine if the copy was read by just one person in a suit.
It would be exactly the same. A boring spiel is always a boring spiel, no matter how many pierced people say it and no matter how many unsigned bands are backing it up.
You have been warned. Sorry, now I’ve ruined your TV viewing experiences. Oh, well…