Ben and I were watching TV last night and doing the regular things that people do during the commercial segments - tidying the kitchen, checking up on our email, exchanging pleasantries.
Then it happened and we were both fixated: a new commercial for a prescription drug called AcipHex came on. It’s a drug that treats stomach ulcers and heartburn and supposed to be a play on the words “acid” and “effects.”
But really, it just sounds EXACTLY like everyone in the commercial is saying Ass Effects.
Call me juvenile, but I’ve never lost control of myself like I did during this 30-second spot.
They would say “Ass Effects truly helped me return to my normal activities,” and Ben and I would try as hard as we could to stop laughing soon enough to catch the next time they said Ass Effects.
“Ask your doctor before using Ass Effects…”
“How can Ass Effects help you?”
And so on.
I know I often complain about not being a high-level advertising executive, but I really want to get to the bottom of this blunder: did no one, in the dozens and dozens of meetings that I’m sure it took to develop this product, ever mention that their drug sounded a lot like someone saying Ass Effects? Has the business world sunk so far into itself that no one, from the middlest manager to the highest executive, had the nerve to point out a butt joke and save their company a few million dollars and months of ridicule?
Was there never a janitor in the boardroom who looked up from his mop to say, “Not to interrupt, gentlemen, but Ass Effects sounds a lot more like the name of a junior high garage band than of a doctor-prescribed medication. I realize that my job description consists mostly of cleaning up your byproducts, but I would strongly recommend not moving to Phase Two of planning before you resolve this issue.”
Didn’t the president of the pharmaceutical company ever bring his toddler in to work one day when the babysitter was sick, and the toddler would hear the word “AcipHex” and say, “Daddy, even I — a hardly-developed human being with limited motor skills, a substandard language ability, and a crippling thumbsucking addiction - even I could come up with something better than AcipHex if you gave me five minutes. You know, maybe something with less vulgar and downright confusing connotations.”
Didn’t any of the actors in the commercial crack up during the first take, when they said AcipHex for the first time? Didn’t they apologize and say, “I’m sorry, and I’d like to reassure you that I’m a professional actor. But am I pronouncing the product name right? Because it sounds like I just said Ass Effects on camera.”
Did it come up once in a meeting, and their big, brilliant solution to the problem was capitalizing the H? Because I have news for you guys - it doesn’t matter. It still sounds exactly like Ass Effects.
I could see Ass Effects being the new trendy exercise that sweeps the nation and takes the early-morning infomercial circuit by storm. I could see Ass Effecting being a late-night soft-core Cinemax flick that involved a lot of terrible sets and only the slightest hint of a plot. I could even see Ass Effects being the name of a show-stopping award-winning chili.
But I just can’t see it as a heartburn pill.
Thanks to Hilary, the video is linked down below in the comments.
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