Posted by Rosepixie on December 12, 2009
This ad was brought to my attention by a friend of mine and is a holiday commercial for Garmin GPS systems.
This is easily one of the most crack-addled and off topic commercials I’ve seen in a while. The first time I watched it I couldn’t even follow what the song was saying (probably because I was so busy being confused by the images). I’ve watched it a few times now and I understand the words to the song and it still doesn’t really make sense.
Each person is sort of either going somewhere or keeping track of somewhere (except the squirrel, he seems just kind of… there?), but that doesn’t actually mean it has anything to do with Garmin. In fact, Garmin seems to the wrong technology for their needs for the most part. The first person, the knight in the station wagon (if you haven’t watched it, I told you it didn’t make sense), is the only one who really has a dilemma that requires a Garmin. The Leprechaun running the triathlon probably wants a pedometer, but he doesn’t need to know where he’s going or where he is because the race tells him. The yeti just needs a camera, or a phone with one. The golfer needs a little golf aid that helps calculate and line up shots (those exist). The squirrel needs… an audience? I don’t know.
Like I said, it’s a confusing and strange ad. Most importantly, I really don’t think that it works for Garmin. While Garmin may do all the things listed above for all I know, the commercial didn’t tell me that it did, so even now I’m not sure. And the song was hard to follow, so the first few times I watched it, I was too buy trying to figure out what the hell was going on to care about what it was a commercial for. So while this gets points for creativity and maybe cuteness (for the squirrel), it fails at what it really needs to do – sell me Garmin products either for me or for my family and friends as gifts.