Mythologizing Products: Slim Jim's, Elevation

Commercials often take their viewers to another world. As a rule, this world must imitate our own for any sense of understanding and purpose. Advertisers take advantage of this aspect of video storytelling to help people connect with their products and view them in ways which are desirable for the company. A myth is created around the product being advertised to position the item favorably in the consumer's mind. Two commercials which display examples of mythologizing products and our society are Slim Jim's, "Camouflage, and GM's, "Elevation." "Camoflauge," by the Crispin Porter and Bogusky agencies, begins with a young man (about 20) sneaking through a gas station convenience store wearing a jumpsuit that is printed with rows of soft drinks mimicking the store's refrigerated drink section. The only sound is the hum of the machinery. Then, music begins, a comedic and suspenseful plucking of banjo strings. Sweat drips down the man's face as he stands motionless in front of the drinks and eyes the creature made of packaged slim jims that resembles an antelope and slowly grazes down an aisle. The "snapalope"
By literally showing that these cars have the ability to fly and lift their drivers over their problems and repeating the phrase, you're going to get what you need," the advertisers want to establish that the product is a powerful answer to troubles in people's lives (especially when it comes to their transportation). Society is skewed in this commercial by showing a highly above average number of people driving brand new GM brand cars, leading people to see them not only as powerful, but popular and something that everyone else wants and many already have. This picture also helps to sell the idea that GM is the largest brand in America (which may somehow be somewhat true when it comes to cars, but it is certainly not true to its statement as the largest overall