I'm watersweeping with joy
PETER YORK ON ADS: No 227: WATERSWEEP
Creative people, however, dislike infomercials. And most goods and services advertised now are incapable of interesting infomercial demonstration, either because they're abstract, like financial services, or because they have no interesting properties at all, like many unguents and cleansers.
But what creatives do like is spoofing commercials like that for the Watersweep. They like the excitable voice-overs, the archaic turns of phrase, the claims of amazing versatility - "converts to a shopping trolley with one easy movement" - and universal relevance, like those ads that used to say "for housewives, sportsmen, schoolchildren and pensioners". Creatives like the delicious naivete of the informercial tradition. They just don't want to have to make a real one.
The Watersweep is to brooms and hoses what powered lawnmowers are to the old manual cylinder job. Its hydro-powered broom, you see, is hydroscopically designed to push out in one direction only. And it's tremendously powerful: so powerful, indeed, that dirt gets blown away. It's a positive Clint Eastwood of cleaning devices, and very resonant for chaps. Garden and yard-proud people can do something really satisfying to their walkways and patios rather than staring at the ceiling.
All this is illustrated by film of the most brilliant anonymity - people so unmemorable, they might as well have had that mosaic device they use for witness protection on their faces; a home and yard that could've been anywhere from Tunbridge Wells to Toledo. Nothing distracts from the compelling sight of the Watersweep, this domestic water cannon, driving all filth before it.
At the end, the excitable voice-over goes through the litany:
- Order now!
- Exclusive offer!
- Only pounds 19.95!
- Return if not completely satisfied!
- Not in shops!
- Order now (again)!
I often think that a lifetime's supply of this kind of product could be the secret of happiness.
Arts & Ents blogs
- 1 Expert urges cat lovers to own just one animal each
- 2 Car tax disc changes: Two days to go - and they affect you much more than just not displaying a piece of paper
- 3 The Simpsons death: Creator Al Jean would 'kill himself' before character like Homer or Lisa
- 4 British man raped while urinating in bushes at Oktoberfest beer festival in Germany
- 5 A teacher speaks out: 'I'm effectively being forced out of a career that I wanted to love'
Black-ish: America's new 'racist' TV sitcom has had a mixed reception
Cilla, episode 3, ITV - review: Ed Stoppard steals the limelight as Beatles manager Brian Epstein
The Simpsons death: Creator Al Jean would 'kill himself' before character like Homer or Lisa
'Before They Pass Away': Endangered communities photographed 'like Kate Moss'
The Jungle Book: A tale as old as time
Isis, we are told, is a 'clear and dangerous threat to our way of life'. I’m sorry, but I just don’t buy it
Exclusive: 'Putin's Russia has been my biggest regret,' says Nato's outgoing Secretary General
'Women, walk wherever you want' posters taken down in Stamford Hill following 'unacceptable' signs separating men and women
There’s no excuse for Dave Lee Travis’s behaviour, but we need to keep a sense of proportion
Mark Reckless becomes second Tory MP to defect to Ukip in a month
Should gay sex be illegal? 16% of Britons think so
- < Previous
- Next >