Thursday, August 14, 2003 |
17:36 - Ve haf vays uff making you pronounce correctly
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Back in March, I commented on the new Nestlé ad campaign for their caramel-filled Twix (or whatever it is). They had an ad in which two city dwellers sit on some steps and argue about whether it's pronounced caramel or carmel.
I wouldn't have been annoyed by this, except that then the ad scene gave way to the close-ups of the candy bar itself and the youthful announcer talking about the rich, creamy carmel inside. Apparently that famous resort town is not only rich, which we all knew, but creamy as well. And Nestlé's official position is thereby revealed: after giving equal cred to both pronunciations in the presentation of the scene, with the two guys arguing, they themselves came down on the side of the two-syllable edition. Much to my dismay.
So the ad runs its due course and vanishes from screens. Until just a few days ago, when it came back. The city-steps argument is the same, the visuals are the same, everything appear to be unchanged, including the announcer's voice-- except that now the announcer clearly says caramel instead of carmel. Almost unnecessarily sharply and distinctly, too. Rich, creamy care-a-mel.
So what could this sordid tale be? Was the original ad yanked for quality-control reasons, the unapproved pronunciation making it past the ad quality testers? Did they force the twentysomething voice actor back into the sound studio, stick a gun in his back, and hold up big placards behind the plate glass directing him to pronounce it the three-syllable way if he ever wants to see his Xbox again? Are they doing some kind of "Lime Skittles or Sour Apple Skittles-- You Decide!" kind of promotion, whereby through grass-roots consumer appeal Nestlé plans to set in stone forevermore the accepted pronunciation of sticky sugary goo? Will there be two different Twix packages sitting side by side in every candy aisle-- the fast-selling caramel version and the ever-vandalized carmel version, or vice versa, depending on region?
Bring 'em on. I can't wait to see them duke it out.
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