Sailaja N. Joshi

Posts Tagged ‘Conan O’Brian’

Team CoCO x India (Oh Balle Balle!)

In Anthropology, Erwing Goffman, India, NBC on November 9, 2010 at 9:43 am

So India has been getting some love the past few weeks. First Outsourced hits NBC, then the President visits India and does some dancing, and now my man Conan.

A few sites have been trying to compare the ad with Outsourced but the  two honestly have their own space. While Conan and the team at AmEx’s ad agency had a clear vision in mind, its possible that the writers at Outsourced are just riding the stereotype train.

Here is a bit on how the ad came to be via Sepia Mutiny:

Amex has been trying to lure Mr. O’Brien into appearing in a commercial since the company sponsored his comedy tour earlier this year. Several weeks ago, Mr. O’Brien said he was finally convinced by a funny script created by WPP PLC’s Ogilvy & Mather, as well as American Express’s past ads.

Playing on Mr. O’Brien’s obsession for detail, the new ad shows the comedian taking a trip to India to search for the finest materials to make curtains for his new show. Mr. O’Brien is seen using a loom to weave the fabric; stomping on flower petals to make the dye and having a gossip session with the local washing ladies as he dyes the material.

A person familiar with the matter said AmEx paid Mr. O’Brien more than $1 million to do the commercial. [wsj]

If we’re going to use Anthropological speak (and really, we always should), then we would talk about perhaps Goffman and his presentation of self. Here in this ad, Conan is presenting himself as someone who cares about quality, down to the smallest detail. Perhaps he’s saying something about his former employee and their lack of attention to detail (see Outsourced).

So what’s your take folks? What do you think about the ad?