There are only two opinions on Taylor Swift at rock nyc: I think she is the greatest songwriter of her generation and everybody else thinks she is Bono. Alyson Camus considers her a punchline and Mary Magpie dismissed the deluxe Red I sent her for her birthday out of hand!
The Taylor Swift backlash is in full swing, but as backlashes go it is pretty damn weak if you ask me. Taylor didn't get an award at the American Country Awards a couple of days and I am sure she cried all the way to the bank with her brilliant swooning concerts and 4M plus units of her last album moved.
And her contract with Diet Coke where she will be appearing in a series of "behind the scenes" clips of her tour to support the popular soft drink. On the strength of the first commercial, somebody somewhere must be awful damn pleased with themselves. It is a doozy. Spliced with Taylor writing the cheerful party song "22" in her bedroom (softly intoning the first line), behind the stage at a concert, at a diner supping diet coke, is normal folks singing along to the song at the top of their lungs. It ends with a back shot of Taylor going on stage.
The tag "Stay Extraordinary" connects the dots: while you may not actually BE EXTRAORDINARY, singalong to Taylor and/or drink Diet Coke and you are. With a product as ubiquitous as Diet Coke, it isn't product awareness really, it is more like product reinforcement. It is like WE KNOW YOU ARE GONNA DRINK IT NOW DRINK SOME MORE!
All diet drinks are more for a younger female demo which Taylor hits with a pow so this is a great meeting of fans and product. The black guy singing along his car is a hoot. And Taylor, part ordinary cool doing something extraordinary and part extraordinary girl doing something extraordinary and the song, the most cheerful on red swings the DC into the middle of the pleasure zone.
At 30 seconds, it is one long payoff. The very first shot is Taylor drinking Diet Coke before she begins to write: every thing about the ad reinforces that the soft drink is the spur for a) creativity, 2) good times. For the extraordinary!!
Great ad.