Declaration Of Principles

(MPAA, 4 May 2006)stealacar

I have it on good authority that the MPAA intend this commercial to discourage movie piracy, rather than, as it appears, to encourage car theft.

One marvels that such advertisements make it past their first test screening, let alone into the forefront of a multimillion-dollar crusade against copyright infringement. The average viewer must jump ship at the first premise:

“You wouldn’t steal a car.”

I would if it belonged to Sony. The first car, I’d steal to drive. The second one, I’d set fire to and photograph burning on a stolen Sony camera, so that later I could send them the pictures of me laughing watching it burn.

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  1. Yeah that whole campaign never made much sense to me. The process of downloading a movie is ludicrously fast, especially considering the ad’s been around since the early 2000s. It makes pirates seem like hardened street criminals, lending them an aura of coolness. A far better campaign might have been to point out that early 2000s file-sharing was a really fast way to turn your computer into an expensive brick.

  2. I don’t know much about advertising, but I would’ve thought that even when you present it as a video montage, a successful argument still needs premisses the viewer will accept

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