SoBe it: African American celebrity in ads

I hate this commercial.

But let me explain why, since I know there are avid television-watchers (which I am not) who think this ad is humorous and entertaining.  

I remember when I first saw the Thrillicious: SoBe Life Water ad--it was during Super Bowl XLII this year, and I, like most Super Bowl viewers, watch for the game and the commercials. However, my response after seeing this ad was, huh?

Naomi Campbell and dancing lizards re-creating the choreography to Michael Jackson's "Thriller" to sell SoBe water?   I didn't get the concept or the point.

Now, I know one reason why the creators of the ad chose to cast Naomi Campbell--back in the '90s, the model starred in a music video with the King of Pop.  Do you remember 

"In the Closet?"  I do, because I am a loyal MJ fan, despite his eccentricities, and I think Ms. Campbell is a gorgeous and glamorous model, despite her alleged temper and run-ins with the law.  I don't, however, find lizards agreeable.  And the more I watch this SoBe commercial, the more I realize I am also slightly offended by the lizard sporting a diamond-encrusted grill.

The first time I noticed the lizard's grill, I think I was in shock. Now I'm just irritated and disappointed by the advertiser's stereotypical and simple-minded understanding of members of the urban and Hip Hop communities.  You should ask yourself, why is the lizard wearing a grill?  What does this ornament have to do with models, Michael Jackson, "Thriller," or even SoBe beverages?  Some might say it's funny.  But then I challenge you to contemplate, but why is that funny?

It's problematic, to me.  And rather stupid.  Ignorant stupid, not funny stupid.

At any rate, I wish advertisers would think of more creative and innovative ways to create ads that actually link to the product's identity, message, or purpose to sell the product.  When will we tire of recycling old pop culture images, throwing in a celebrity or two for good measure, and adding in some dancing computer-animated lizards and calling that good advertising?  It doesn't help that two African American celebrities are used to further reinforce this cultural pastiche and artlessness.  They are unknowingly the butts of a bad joke.

I wonder if SoBe product sales increased after this commercial aired.  I hope not.