Odds and Ends: Queen of the things
javabeans: This week, we have to talk about this hilarious trailer that gummimochi sent our way, for Queen of Sword (kal-eh-yuh-wang).
girlfriday: It stars Kim Sung-ryung, of Heirs, King’s Wrath, and The Target.
javabeans: At first you’re thinking, “This is cool. Is it a video game? An epic animated crossover action film?”
girlfriday: I was thinking dark fairytale like Maleficent. Here, you watch.
javabeans: It provides one of those gradual awakenings, in terms of how it takes the entire course of the video for you to get an inkling that maybe you’re wrong, and it’s not a trailer for a movie. Or a drama. Or a video game. Maybe it’s something different altogether?
girlfriday: Maybe it’s a commercial for something???
javabeans: And yet, even then you’re not thinking, “Food products! Yes, that’s it!” You’re thinking, “Oh I don’t know, maybe cosmetics? Ren Faire tickets? Cosplay experience packages?”
girlfriday: Sometimes the Korean commercials for banks or lines of credit can get creative, so maybe you think it’s something unexpected like that.
javabeans: Let me tell you what I didn’t think it would be. A COMMERCIAL FOR CURRY. First of all, there’s no curry in it. Or rice. Or eating.
girlfriday: BUT… there is a pun! Queen of Sword [kal-eh-yuh-wang] is REALLY Queen of Curry [ka-reh-yuh-wang].
javabeans: Insert world’s biggest badum-ching here.
girlfriday: It’s especially funny in that narrator’s accent.
javabeans: And the “Not in IMAX, not in 3D, only in 2D!”
girlfriday: Because you have to get the curry to experience the 3D version?
javabeans: I sure hope so. Talk about a cheeky promo strategy. It’s on par with Namja Ramyun (man noodles, or also if you are a man). Or really, even Namja Kimchi, which doesn’t have a pun but was just funny.
girlfriday: All those namja foods are funny, also because they sound vaguely pornographic. But Queen of Curry really takes the cake for clever, almost to the point of being too smart to actually sell your intended product.
javabeans: Totally! It’s like that famous “I can’t believe I ate the whole thing” commercial, which everyone remembers for the plates of spaghetti and doesn’t remember as an ad for Alka Seltzer. Apparently this is Queen of Curry’s MO, because here’s a commercial they released last year, and I’m kicking myself for not seeing it sooner.
girlfriday: This one isn’t as immediately funny (they’re linking famous queens throughout history to their secret love of curry), but then it gets increasingly ridiculous, and it’s pretty awesome. Here, at least, there is curry pictured, just inserted into famous works of art.
javabeans: “Here is the card representing the queen. In her hand, she holds the symbol of her power, a flower. But what about her other hand? Today, we will focus our attention on this startling secret. In truth, the collar at the card’s halfway point betrays the traces of curry. [Premium Curry Pattern] … Painted on walls, written on papyrus, and on countless artifacts, traces can be seen of the queen’s love of curry.”
girlfriday: It’s such History Channel grandeur.
javabeans: The best part is all the Youtube comments that are all, “Wut. I just watched the whole thing and it was a commercial?!”
girlfriday: I want to meet this ad team, because they’re probably nutty but geniuses.
javabeans: I feel like they’re the kind of people who prank you so subtly that you don’t realize you’re being pranked.
girlfriday: Well it sure beats the straight version. Mmm, curry!
javabeans: Now I want all my ads to entertain but confuse me about which products they’re selling. Why tell me what you want me to buy when I can guess?
girlfriday: It reminds me of that really crazy ad stunt a while back for this fake bottled water called Outhouse Springs. My friends and I would see these giant billboards advertising “America’s 1st Recycled Water,” with slogans like, “It’s not #2, it’s #1!” Ewwww. It did have us guessing what the hell the ads were for, since it couldn’t have actually been for water.
javabeans: Or so you hoped. At least this product is actually palatable.
girlfriday: Yes, once you figure out what the heck they’re selling. If I run out and buy curry now, will they make a 3D sequel?
javabeans: I think that’s your job. Heat, stir, and serve.