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September 26th, 2005

That’s Not Cool

I think I can come up with a pretty good theory on companies, trends, and all that stuff: when someone proclaims themselves to be “cool”, generally they aren’t anything of the sort.

The prime example? Sears, of course. You might know them better as “the company that got bought up by K-Mart” or “that place they sell a bunch of stuff”. Sears’s slogan has been “Good life. Great price” for a few years now, but that’s no longer working (probably not enough synergy). Their new slogan is going to be – wait for it – “Cooler every day”.

Uh, no.

That said, the Daily Ping is going to be announcing a new slogan soon: “We’re cool to the extreme.” That about sums it up. We are cool, and clearly we want to show our target market that we can provide the same hip, happening additions to their lifestyles that no one else can provide. To the extreme!!!!

Posted in Everyday Life

FROM: Sammy Reed
DATE: Monday September 26, 2005 -- 2:09:46 pm
I hoped you'd end that with a

Not.

But dangit, no.



FROM: snaily
DATE: Monday September 26, 2005 -- 4:16:18 pm
at school me and my friends are the ultimate un-cool people. we walk around with weird clothes and shoes, and i wear these huge glasses i got from a prank store. although it sounds completely uncool, after the first week of me wearing my large glasses i noticed an abnormal amount of so called "cool" people wearing other strange glasses. oooooo i feel so special now:-)



FROM: Joseph
DATE: Monday September 26, 2005 -- 5:35:32 pm
It's a brilliant campaign because it taps right into that part of the brain that keeps greenhouse effect hysteria at bay. You know the uneasy feeling you get when the US backs out of another international compact to reduce greenhouse emissions? Greenhouse emissions which cause the earth to warm up, which, in turn, spawns great climactic events like really frigging huge hurricanes every ten minutes--and there is nothing you, as a silly, tiny, helpless, powerless, unincorporated consumer can do about it?

Well, now you can do something! Subliminally, because of this very campaign, you will suddenly, out of nowhere, have a blinding urge to escape an Earth that is warmer every day by going shopping, and spending your money at Sears, where it is "cooler every day."

Every time the media runs a story about greenhouse gases, which is more and more frequent, you will want to run to Sears.

It's just brilliant. You think it's a coincidence that Sears/Kmart launched this campaing in the wake of Hurricanes Katrina and Rita?

You wait and see. I bet there was a discussion right along the above lines in the Sears/Kmart board room.

You wish I was kidding.



FROM: Paul
DATE: Monday September 26, 2005 -- 8:23:24 pm
You wish I was kidding.

That explains the new Craftsman Fallout Shelters.



FROM: jk
DATE: Monday September 26, 2005 -- 8:39:08 pm
I saw a commercial for Sears last night during Extreme Makeover, Home Edition, and as a female consumer (somehow that sounds wrong), I was sucked right in. The music, the cool coats, the woman winning over the cute guy because she was wearing the right size lapels.....it really was cool. I am serious for once.



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