• http://www.rwordplay.com rwordplay

    “There’s a difference between straight-up schmaltz and the subtle tugging of heartstrings.” I’m disagree with Mr.
    Berkowitz, if for no other reason than a man who distinguishes between “straight-up schmaltz” and diluted schmaltz simply isn’t being honest. What the man has done here is damn this work with faint praise.

    Good analysis avoids unnecessary modifiers. What’s more, a “subtle tugging of heartstrings,” is not the opposite of schmaltz, it’s just a more nuanced version of it. What’s worth noting here is 1) the “camera” work, which makes effective use of simulacra—looks more real than real, and 2) a purely manipulative score. Which is to say, to my mind, BMW has approved an “utterly insincere or fake message” spot.

    PS It should be noted that all ads, by definition, are fake and, or, artificial. The difference between good ads and bad ones are that good ones produce sincere emotions.

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