ShamWow Vince and his trademark headset have returned, with higher production values and without those edits that remove more cola than the ShamWow does. Even though he’s tried to sell me a ShamWow hundreds of times now, I still can’t peel my eyes away from the screen each time that brilliant commercial comes on. Imagine the thrill I felt when I stumbled across Vince’s new commercial for the Slap Chop. I must have rewound and watched it at least a dozen times. Do they give out awards for this kind of stuff?
As with the ShamWow Vince works all the angles. His skill at product demonstration is undeniable. This time however, the Slap Chop’s features are almost beside the point. It’s a chopper and it’s handy. What works about this commercial is that builds on the qualities that make Vince great (attitude, bombastic mugging for the camera, humor and of course, the headset) while refining his technique and losing nothing of his original appeal.
While I don’t buy into the hyperbole that correcting my boring tuna (how did he know?!?) will lead to an exciting life, it does seem that the wiseguy Vince of the ShamWow ad is rapidly evolving. Vince put his toe right up to the line with the “you’re gonna love my nuts” joke, but it’s impact is softened by his goal of making “America skinny again, one slap at a time.”
The Slap Chop offers us our first glimpse of the wiseguy-philosopher. “Life’s hard enough as it is, you don’t want to cry anymore.” Not one to miss an opportunity, Vince is appropriately in tune with today’s tough times and he has exactly the product we need.
Billy Mays has jumped the shark, trying to sell everything from health insurance to hair dye (ok, I made that up). If Billy and Vince were politicians, Billy would obviously be John McCain, representing the stale ideas of the past whereas Vince represents a bold new future, the Obama of TV pitchmen.
You know you’re arrived when you start inspiring parody. Here are but two examples.
When is Bill Hader going to do him on SNL?