Denied, Dentyne. Friend request denied.

I know I find a commercial series to hate daily, usually locals, but what is this crap Dentyne is pulling with the “friend request?”

It’s such an obvious grab at “the youth culture” as seen by a sixty year old “youth expert.”

I can’t help but even feel a bit patronized by the commercial. It features your standard awkward commercial male, a little geeky, fairly shy, who just goes around asking everyone “Friend request?” and passing them a piece of gum. Then narrating “accepted!” Because that’s how reality works. You see a random person, give them gum, and hey, friends! And at the end they’re all at a party together, even the people who didn’t take the gum! And like a smurf, every phrase the man speaks is replaced with “Friend request.” Bad breath? “Friend request please!” A date? “Friend request tonight?” Caught in bed with someone’s wife? “Friend request?” Sure, two are made up, but let’s see how long before they make it 100%.

Okay, maybe that IS how it works with some people, but we’ll get into my dislike of the concept of MySpace friends (random people you add to your list who you never have and never will meet or even email) later. For now, I’m sticking it to Dentyne’s terrible ad series. Because it doesn’t just end on TV, now there’s prevalent banner ads with hipster-approved drawings. With, of course, the “friend request?” caption.

For some reason ad companies seem to think co-opting some piece of popular culture, particularly when they don’t understand it, will get customers. The masses will say “they understand us!” and flock to the product. Because…you know, I can’t follow the logic here, even having worked in advertising.  If there’s one thing the kids hate, it’s their culture being abused by the squares, the old people, the grups!

I’d like to blame focus groups, because I know they’re hand-picked these days as the most easily malleable and receptive subjects, but did nobody see this ad, place their forehead and cheek firmly to the palm, and declare “uuuuugggghhhh”? Followed by someone near him saying “I know, right? Yeeeecchhh.” But instead, Dentyne continues to put money into an awful campaign. And they can go friend request themselves with this banality. It’s like…

Aw smurf. I get it, this appeals to Grey’s Anatomy fans doesn’t it? Anyone who still says “McDreamy” and “McSteamy” (by still I mean EVER said it without cringing) probably thinks this is just amazingly clever.

Is that show a hit still? I think it might be time to kill myself.