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Posts Tagged ‘braodcasting

“[TV commercials] are about products in the same sense that the story of Jonah is about the anatomy of whales”*…

 

Mikhail-Gorbachev-Pizza-Hut-commercial-James-Fosdike-homepage

 

Since his involuntary retirement, Mikhail Gorbachev has raised money for worthy causes, attempted to make a comeback in Russian politics, and, notoriously, made an advertisement for Pizza Hut.

The ad would have become a footnote were it not for its long second life online, where it’s rediscovered every few years. There’s an undeniable voyeuristic frisson of seeing a man who once commanded a superpower hawking pizza.

Each time it repeats, it leaves behind a new flood of clickbait—Time listing it among the “Top 10 Embarrassing Celebrity Commercials” in 2010, Mental Floss using Gorbachev’s birthday as a hook to link to it in 2012, Thrillist naming it the sixth-most bizarre celebrity endorsement of all time. Most of the facts dredged up in these deluges are recycled from a 1997 New York Times article.

More serious authors treat the commercial as a free-floating signifier to prove whatever thesis they are peddling, as when Jacobin cites it as another data point showing that Gorbachev was a sellout or David Foster Wallace uses it to prove the vacuity of popular culture.

But the conventional stories don’t really hold up. Gorbachev isn’t actually the star of the commercial. He doesn’t even speak. He’s a bystander to the commercial’s central drama, a fight over Gorbachev’s legacy between a fiery, pro-reform young man and a dour, anti-Gorbachev middle-aged man—possibly father and son. The two exchange charges and defenses of Gorbachev’s record—“Because of him, we have economic confusion!” “Because of him, we have opportunity!” “Complete chaos!” “Hope!”—before an older woman settles the argument: “Because of him, we have many things … like Pizza Hut!”

In a lot of ways, it’s a beautiful short film and a very weird advertisement: Who would have thought that a bunch of Muscovites bickering about the end of communism would be a natural pitch for pizza?

For the people who created the ad—the executives, the agents, the creatives—it was a professional landmark. But for Gorbachev himself, the story of the ad is a tragedy: one man’s attempt to find—and to fund—a place in a country that wanted nothing more to do with him…

Finally, the full (sad) story of the Pizza Hut ad that became a meme: “Mikhail Gorbachev’s Pizza Hut Thanksgiving Miracle.”

* Neil Postman

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As we grab for a slice, we might recall that this is an important date in broadcast history.  On this date in 1896, Guglielmo Marconi introduced “radio”: he amazed a group at Toynbee Hall in East London with a demonstration of wireless communication across a room.  Every time Marconi hit a key beside him at the podium, a bell would ring from a box being carried around the room by William Henry Preece.

Then exactly five years later, on this date in 1901, Marconi confounded those who believed that the curvature of the earth would limit the effective range of radio waves when he broadcast a signal from Cornwall, England to Newfoundland, Canada– over 2,100 miles– and in so doing, demonstrated the viability of worldwide wireless communication.

 

 

Written by LW

December 12, 2019 at 1:01 am

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