The Cruelty of Carowinds
July 25th, 2007
I was listening to the radio on my drive to work this morning, and I heard a commercial that just seemed mean spirited. The commercial was, of all things, for Carowinds - an amusement park on the North Carolina/South Carolina border. Among other things, the voiceover sang, “Little league, law school, first job, move to Chicago! Move to Chicago? See you at Thanksgiving!” The “Cat’s in the Cradle” concept was that life goes by so fast, that you’d better take your kids to Carowinds now before they have kids of their own.
Okay, I will give them that time goes by quickly. I will give them the “gather ye rosebuds while ye may” idea. But, for all the truth to what they said, it just seemed a cruel way to say it. If the song had been more along the overly-cheesed (wait… will the TSA still allow me to use the word ‘cheese‘ in my posts?) “Real Men of Genius” of Bud Light fame, I don’t think it would have bothered me so much. But it felt a lot more like they were exploiting the pain of the truth rather than poking fun at the truth… making us guilty rather than letting us in on the joke.
I’m not a big amusement park person, and I’ve never been to Carowinds. But I have to say, I rarely fall for ad tactics that are less about benefit and more about fear (and I’m not talking that good, old fashioned roller coaster fear). By all means, be honest in your messaging to your audience, but maybe don’t brandish it like a weapon, eh?
Now I think I have to go call my mom.
Other posts by Jennifer.
Patrick says:
I agree that using guilt is a bad idea. Sure we should seize the day but the whole point of a “Cat’s in the Cradle” concept is less about amusement parks and other commercial ventures and more about those special reflective times.
Don’t tell my family but I could care less about the gifts I receive from them at Christmas. At my age I usually get what I need or desire on my own time. I really do treasure just sharing a meal, jokes and stories with family that I realize won’t be around forever.
Another treasured memory is “touring drives” around town where mom, dad or other relatives share where they used to work, play and live. that should say something about what really matters and how it’s more about connected relationships and less about an exciting fleeting experience.
July 25th, 2007 at 5:09 amMr. Steve says:
The more I look over this post, the more I think there’s something else at play here. I don’t know if it’s fear or “You aren’t REALLY living unless you do this”.
I think the bigger problem is that ad agencies aren’t letting go of the notion that they have to tell us what we want. I will decide whether or not a trip to Carowinds is in our future, and if not, I think my kid will be just fine…I won’t have “missed out on” this opportunity, simply because I chose to do other things. My life, quite simply, will not be incomplete without it.
When will these agencies realize that people make decisions, and ad agencies make ads? Tell me about Carowinds, and I’ll decide if my child will hate me forever if we don’t go.
July 27th, 2007 at 6:45 amChristy says:
Ugh! Being new to the NC/SC “border area,” I just heard about Carowinds (I miss my Cedar Point!!!). In general, the ads for Cedar Point have been lighthearted and fun, and occasionally one of those “do you dare?” messages targeted at adrenaline and testosterone.
But, as I’m planning to take my kids to this park, also owned by the Cedar Point folks, I’d like to go back to Sandusky and “connect a few dots” between the advertising departments of the two parks.
I agree with you all.
July 30th, 2007 at 8:33 am