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Archives for March 24th, 2004

The Fruit Juice of Prisoners
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ace_commercial.JPG
A scene from an ACE fruit-juice commercial.

When I saw this commercial for ACE, I had a hard time picturing how it got made. I suppose that in an office somewhere, the following meeting took place:

Executive: Hi, come on in.
Commercial Director: Hi, thanks for calling. What’s up?
Executive: Well, we’re looking to make a new commercial for our fruit drink, ACE.
Commercial Director: Uh-huh.
Executive: It’s called ACE because it has lots of vitamin A, C and E. Hence the name.
CD: I understand.
E: So, we thought it might be good to make something that stresses how it’s good for you.
CD: Hmm. Well, let me tell you what I’m thinking.
E: Okay.
CD: I’m seeing a prison. And a big surly guy. A prisoner. He’s big and bald and mean. Everybody’s scared of him. He steals a bottle of ACE from another inmate. Then there’s a sexual misunderstanding. And then the commercial closes with two naked prisoners standing in the shower and a picture of ACE fruit juice.
E: Wait a minute. Naked?
CD: Well, you would only see their asses.
E: Make it happen.

How else to explain this commercial? Don’t get me wrong, I’m not offended or shocked by it. I just don’t know if stuff like this actually sells fruit juice. You can see it for yourself. There’s no dialogue, and the Slovenian sentence that appears, Pred uporabo pretresi means “Shake before use!” (You’ll get the significance of the line when you see it.)

Download the Ace Commercial (4.96 MB) (right-click and save as….)

Posted on Wednesday, March 24, 2004 to Slovenia ¦ Comment (1)