Unsung is a feature in which I take a look at a pop culture phenomenon (be it music, TV, literary, whatever) that has been forgotten or underappreciated. In this installment, I take a look at early '90s Gen X marketing.
Generational marketing strategies have always had a certain amount of bullshit to them. It's kind of ridiculous to think that an entire generation of people would respond to the same themes and calls to action. Advertising really took off in the 1960s, '70s and '80s with the Baby Boomer generation, especially as they had more money to spend.
As a member of so-called Generation X (people born between 1965 and 1980), I grew up watching an inordinate amount of television and seeing an onslaught of commercials. We didn't have ad-free streaming services, so when we watched a show or sporting event, we typically just sat through the commercials. Now it's a lot easier to avoid ads, except when you're watching local stations or live events.
It definitely became noticeable when advertisers started to market to my generation when we became adults in the early '90s, especially as terms like Gen X were adopted, grunge became a thing and Madison Avenue became convinced that we were all slackers who wore flannel shirts and ripped jeans and didn't have a clue about what we wanted to do with our lives. And sure, there were people like that, but some of us were also career-driven professionals who had goals and aspirations.
So it was amusing to see some of the lame attempts to sell shit to us. Here's a few notable commercials that stood out to me.
'This Car is Like Punk Rock!'
Thanks to YouTube, we can go back watch early commercials featuring actors who went on to become familiar faces. Jeremy Davies (whose given name was Jeremy Boring) started out with appearances in the early '90s on General Hospital and The Wonder Years, but in 1993, he starred in a commercial for Subaru, comparing the Impreza to punk rock. He's wearing a baggy jacket and pants and a Cobain-esque striped shirt, pontificating on the inherent punkness of a crappy hatchback: "This car's all about reminding you and me what's great about a car, and moving forward, and making cars better and less disappointing. Just like punk, except it's cars." Sure, pal. I remember seeing the ad a few times and thinking about how dumb and obvious it was. No disrespect to Davies, who went on to appear in Saving Private Ryan and have great roles on LOST and Justified, two of my favorite shows. But I could picture some ad copywriter in his mid-50s thinking he was onto something with this punk rock thing, even though grunge and punk were not the same thing and clearly buying a Subaru was not remotely related to punk. I can only imagine what the guys in Fugazi thought about this bunk. It's fun to look back at, though.
'Things Are Going to be OK'
History is littered with the debris of soft drinks that came and went. In 1993, Coca-Cola tried to appeal to apathetic Gen Xers with a new beverage called OK Soda that was marketed with ironic ads that emphasized its "OK-ness." Trying to be cool by pretending to not give a shit about the product, Coke focused more on the marketing than the drink itself, which its own ads said tasted like "carbonated tree sap." It was supposedly similar to an orange soda mixed with Coke and it didn't sell well. The ads were oh-so-clever and hip, talking about "OK-ness," but they didn't resonate with anyone, let alone with the 20somethings they were going after. The cans had bleak packaging with drawings of glum-looking young people who couldn't care less if you liked the drink, and featured dour slogans like "What's the point of OK Soda? Well, what's the point of anything?" The underlying message of the ads was "Things are going to be OK," but ultimately they weren't for OK Soda, which was test-marketed in nine cities and was a huge flop.
'Obey Your Thirst'
Coca-Cola had better luck in 1994 with its "Obey Your Thirst" campaign for the lemon-lime beverage Sprite. The ads targeted African-American consumers with hip-hop-themed ads featuring NBA stars Grant Hill and Kobe Bryant and cool artists like Nas, LL Cool J and A Tribe Called Quest. One from 1996 featured three street ballers making a soda commercial, who when they screw up a take are revealed to be English thespians, with the lead saying, "Don't talk to me like a child. I played Hamlet at Cambridge." Then "Image is Nothing. Thirst is Everything" flashes on the screen, followed by a voiceover that says, "Trust your gut, not some actor." Sprite continued with the campaign until 2006, and has revived it a few times since.
'Save a Buck or Two'
One of the more '90s developments was the advent of services like 1-800-COLLECT. After AT&T's monopoly on collect calling was broken up in 1993, MCI made a big splash into the collect-calling market by launching 1-800-COLLECT, which would allow users to place collect calls at a cheaper rate than AT&T; of course, the person you were calling was still on the hook for the call. MCI rolled out a huge marketing blitz with commercials featuring celebrities like Phil Hartman, Wayne Knight, Mr. T. and Arsenio Hall, but some of the more memorable ads from 1994 featured SNL star David Spade and the great Larry "Bud" Melman, who rose to fame as a comic foil on David Letterman's late-night shows. Spade was known for his snarky personality and certainly brought that to the fore in the ads, which presented him as an irreverent and sarcastic/annoying Gen Xer (which of course he was). I never used the service and didn't know anyone who did, but the ads were on constantly. Most of the service's users were on pay phones, which were also prominently featured in the ads. But by the early 2000s, the burgeoning popularity of cell phones and declining use of pay phones led to the end of the ads, although the service is still operational, despite the fact that MCI isn't a thing anymore.
'Los Angeles, Start Your VCRs'
Beer commercials have always been a staple of TV advertising, and in the '90s, Bud Light began a regional campaign called Bud Light Spotlight in different markets around the country, focusing on "real" Bud Light drinkers in local bars. I never saw this at the time, but the Los Angeles market got a grunge-themed ad that is so cringeworthy and amazing. It features a long-haired Evan Dando wannabe who's singing "I just want a Bud Light" while one of the women he's with breathily describes how drinking a BL makes her feel good all over. It's something, that's for sure. I'd love to see a follow-up ad in 2025 that catches up with these three, just to see what they look like now.
