Those Wretched Palm Pre Ads

The advertising agency that devised the wretched Palm Pre television commercials is trying to persuade us that they’re actually good.

Gary Koepke, co-founder and executive creative director at Modernista, seems to arguing that we should accept his convoluted reasoning over what our lying eyes, candid emotions, and confused brains are telling us.

Explains Mr. Koepke:

“We weren’t trying to creep people out, but one thing I have learned now in this digital age is people can be as rude as they want as long as they don’t have to look you in the face. The Pre is probably being talked about more than other phones right now because of the marketing and advertising, and that’s a good thing. Could the ads work harder to show exactly how the phone works? Yes, but we knew it would be polarizing people to have a woman not shout at them and tell an interesting story.”

None of that makes sense to me.

The Pre will succeed or fail on the basis of its design, its ability to attract developers, and its quality and quantity of applications and content. The advertisements can help, but only if they emphasize and support the right messages to consumers, developers, and content creators.

These commercials are unlikely to motivate any of the above constituencies. They’re a cut above the infamous Microsoft “barf ad” for Internet Explorer 8, but that’s damning with faint praise.

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