Word: unslicked
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...problem is, Idiocracy is so aesthetically displeasing--its vision of the future so purposely, gaudily, corporately ugly--that even showing a second of it made people refuse to see it. Judge's unslick look might work for hand-drawn cartoons of hicks or a movie that takes place in poorly lit cubicles, but it's not so great for a sci-fi action comedy. It just doesn't look or feel like Talladega Nights or Dodgeball. Even though Fox probably made a million dollars' worth of trailers and ads, they empirically knew from testing that every dollar they spent...
DICK CHENEY Unslick style's fresh, but Clinton-bashing red-meat speech trashed "New G.O.P." image...
What distinguishes Coke's campaign is that few of the global companies pursuing teenagers these days have been so elaborately slick in inventing ways to be unslick. Few, in other words, have gone to such great lengths to convince teens that the corporate voice is sincere. "You have to first and foremost acknowledge that you are marketing," says Brian Lanahan, manager of special projects for Coke's marketing division. Today's teens are "very versed in participating in the commercial world," he adds. "Probably their main area of power is as a consumer...
Lobstermen sometimes tune in to hear Geller's unslick rendering of a commercial for Nichols Candies, a local retailer. Despite all appearances to the contrary, WVCA is a commercial operation or, rather, a listener-supported commercial operation. "I average three to six minutes of advertising a day," says Geller. "The rate is from $32 down." Most of his operating costs are covered by $10 and $20 contributions, which he acknowledges individually on the air ("My thanks today to Beverly, to Topsfield, to Rockport . . . And now let's get back to the music"). Fishermen flipping the dial pause to marvel...
...documentaries." Says MacDougall: "We hope to present our case so simply that nothing will be talked about as an advertisement. The less memory of slickness left in people's minds, the more we will have accomplished." Example of MacDougall's unslick touch: Ford never wears makeup. One 5-min. piece is a biography of the President, stressing his command positions, from Eagle Scout to football captain to House minority leader. A 60-sec. commercial, aired last week, describes the nation's recuperation from Watergate and offers a new slogan: "President Ford. He's making us proud...