Arby's Commercial -- Do They Really Think it's Sexy, or has the Common Denominator Sunk this Low?

During this past weekend, I've had the misfortune to see the new Arby's commercial several times -- the one for their Chicken Cordon Bleu sandwich. The first time I saw it, I have to admit I was a bit dumbfounded. Then the more I saw it, the more the commercial started to annoy me. Now, I'm not a prude. I know that sex sells -- we see it pretty much everywhere, and it's nothing new. And certainly there have been crass commercials before this latest entry from Arby's. I also suppose that in the grand scheme of things, with all the trouble in the world not to mention right around the corner, the content of a commercial is not necessarily hugely important. At the same time, I've seen this commercial enough over the course of a few days that it felt necessary to comment. If the ad is going to get that kinda play, then it's fair game, right?

So anyway, here's the gist: a guy is lying on a bed, surrounded by flickering candles -- clearly a romantic setting -- and waiting expectantly for his girlfriend/wife to come into the room with his birthday surprise. The first time I saw the commercial, I figured she'd come in dressed in slinky lingerie or something else equally predictable. But, it turns out she's dressed in an Arby's employee uniform and carrying a tray of Arby's food -- okay, at this point it's just stupid but not hugely problematic. But if that bit of stupidity weren't enough, the guy is so excited/pleased/happy at the sight of her in the uniform carrying a chicken sandwich, that the Arby's hat appears -- boing! -- above his head. As if the hat graphic isn't phallic enough, the way said hat appears is rather, um, interesting. Obvious, even? Or was it just me? Seriously, Arby's can do better than this -- Superbowl quality this commercial is not. Has the lowest common denominator sunk to this level of ridiculousness?



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