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Product Switcheroo Ad
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An Advertising Trope. The idea is very simple. Set up fake circumstances to present a supposedly higher-end product to patrons. Then reveal that the supposedly higher-end product is actually the leading lower-end brand! The consumer will be amazed that they were willing to pay more for their pizza/coffee/computer. Capture the whole thing on camera, and you've got a great Product Switcheroo Ad! The most popular example of this is the "fake restaurant" premise. Patrons think they are in a high-end restaurant, eating high-end food, and at the end of the meal they are told that the amazing burger they just had is actually just a $4 burger from Burger Chain X. Sometimes prior to the reveal, they will ask the patron how much they think the burger is worth. Expect the consumer to say a price somewhere between 3 and 4 times the actual price of the meal. But this can apply to any product. The idea is to show that the "cheaper" product is worth more than people think it is, but they don't have to pay more. To more savvy consumers, the whole thing comes off as extremely condescending. We know that the "chefs" in the back are putting a lot more effort into that burger than they are at Burger Chain X down the street. We know the fake staff is working extra hard to provide excellent service, so the patron is in an unbelievably good mood. It's also feasible that some of these reactions are due to the Placebo Effect. If people are expecting haute cuisine, they're going to find it in whatever they're given. Then there's the possibility that it's fully scripted and full of actors, or semi-staged using employees or company shareholders who get a free meal. Multiple camera angles, dialogue sounding too scripted. But if that has yet to be proven, the mind sitting closer to the shiny side of the Sliding Scale of Idealism Versus Cynicism might be able to dismiss that possibility. (At the very least, it's possible someone didn't like the product, or actually figured it out, and they just didn't show us that bit.) Remember, it doesn't have to be food... it can be any product. As long as the consumer is led to believe that the product is worth more/high quality at the beginning of the ad and is "pleasantly" surprised when they find out it's a familiar (often cheaper) product. Not to be confused with Fake Food. Also not to be confused with Commercial Switcheroo. Compare Worked Shoot, which is what this ad would be if it were indeed staged. Since most countries have laws against claiming "hidden camera" when the commercial is scripted, we have to assume they are real until proven otherwise. |
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| Product Switcheroo Ad / int_1da94654 | comment |
The Gruen Transfer discussed this kind of ad, particularly the Pizza Hut example, in the second season. One panellist insisted that the situation shown must be real, because it is illegal to claim something was filmed with a hidden camera when it is actually scripted. He did, however, observe that the only patrons you see on the ad are those who are being the most positive, and anyone who had anything less than glowing to say ended up on the cutting room floor. | |
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Penny Arcade: This comic where the narration claims they've replaced Gabe's Xbox controller with "an eight hundred pound grizzly bear." Gabe remarks that it must be a new smaller controller and he likes it better. | |
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Also referenced in the U.S. Acres cartoon "Roy Gets Sacked", where Roy replaces Lanolin's regular coffee with soap crystals. | |
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Parodied in a Saturday Night Live skit where the slogan at the end is "Dominos. At least we're not liars." | |
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Also seen in Foxtrot where Jason replaces the ground coffee with mud. Roger doesn't notice the difference. | |
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Penn & Teller: Bullshit! explored this in an episode (The Best), that featured an entire fake restaurant, with supposedly haute cuisine that was actually being prepared in the back alley from ingredients bought at a convenience store. They also did one with bottled water, where it was just water from a hose in the back, put in plastic bottle with fake fancy French names on them. One of which included a large dead spider, a la a tequila worm. |
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The following is a list of statements referring to the current page from other pages.
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Advertising Tropes |
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