| Issue #38, December 14, 2006 |
Red and Green Gadgets
If you read Page Six, you’ll know that celebrities are getting paid big bucks to host New Year’s Eve parties. If you are put off by depictions of James Baker made to look like the monkey on cover of Green Day’s Dookie and haven’t bought the New York Post lately, I’ll summarize for you: Pamela Anderson is hosting Tao’s party at the Venetian in Las Vegas on New Year’s while her grubby (soon-to-be-ex-) hubby Kid Rock, with whom she had an acrimonious split, will be hosting a party across the street at the Mirage. Both the pneumatic actress and the rap-rock Hank, Jr. protégé will be paid hundreds of thousands of dollars for drowning their marital woes in their respective bottles of Veuve, Dom and Cristal. Also in line for huge New Year’s rockin’ paychecks are the likes of Nicole Ritchie, Paris Hilton and Britney Spears. Now, I don’t begrudge these celebs for taking a cut of the pot, but maybe in the spirit of holiday sharing they could give a little back. Pam plays plenty of collagened-lip service to PETA. Maybe it’s time she put her money where her fur isn’t and pony up a portion of her appearance fee to PETA.
This rare display of citizenship on the parts of those in the public eye would set an example for the millions who read each day about every misstep these stars take. It might also be nice for them to be recognized for something other than dangling pieces of their anatomy in front of cameras that should be covered. Of course, these stars don’t have the power to move people like, say, Oprah does. Her legions seem to be waiting with breath-baited for their leader’s next directive. Her support of the (PRODUCT) RED campaign brought some attention to an idea that seems to have a worthwhile premise. By working with corporate partners to create (RED) branded products, from which a portion of the proceeds go to the Global Fund to fight AIDS/HIV in Africa, the project is bringing attention to a crisis, and affecting positive change by simply capitalizing on something people would do already (especially right before Christmas) – shop for like Imelda Marcos in a Manolo sample sale.
Oprah voiced strong support for (PRODUCT) RED in an episode of her show where she went shopping with Bono, who is one of the founders of the project. During the episode, Oprah scoured the shelves for all (RED)-branded products she could found and tossed them into her cart by the tens. Ten GAP T-shirts printed with (RED) slogans (INSPI(RED), DESI(RED), etc). Ten pairs of (RED) Converse. Ten (RED) iPod Nanos.
Recent news reports showed that her mania for multiples doesn’t stop at gadgets, sneakers and T-shirts. Not content with adopting just one impoverished African baby like Madonna or Angelina Jolie, Oprah snapped up a bunch of babies.
But with her prominent support of the (PRODUCT) RED campaign Oprah is using the power of her notoriety for a good cause. The (RED) campaign is unique in its approach to consumerism. It’s not seeking to change behavior, but rather to find a way to make the rampant consumerism of the holidays a positive force. Anti-consumerist movements can often seem austere and strict. But, it is not so with (PRODUCT) RED.
This year, (PRODUCT) RED declared the day after Thanksgiving, traditionally called Black Friday and usually the busiest shopping day of the year, (RED) Friday and encouraged people to purchase (RED)-branded products that day. This approach differs from Ad Busters’s campaign to turn the day into Buy Nothing Day, encouraging people to boycott shopping that day. This campaign might raise awareness, but doesn’t really do anything to affect change. Even if someone stays out of the stores that day, there is no indication that their spending pattern will change. In the end, they would probably end up buying just as much as they would have if they hadn’t purchased anything on Buy Nothing Day.
One of the most popular (RED)-branded products has been the (RED) iPod Nano. Gadgetheads seem to gobble up limited edition or unique versions of their most beloved toys, and the new Nano appeals to them. It makes an especially apt present for Christmas, because it is, of course, red in color. The (RED) Nano comes in 4 g.b. and 8 g.b. models and retails for the same price as the regular Nanos (www.apple.com/store).
Another (RED)hot (ha) gadget is Emporio Armani’s (RED) digital watch. The watch comes either with a black band and red backlit face, or a red leather band and a black face with red LCD numbers.
Any true echnofile already has a Motorola Razr by now, with its futuristic styling and slim design. The original MotoRazr came in black, then fashionistas snapped up the pink version that Reese Witherspoon’s character in Legally Blonde would have adored. There is also a new silver version available that looks like something Tony Montoya would have gotten a great deal of use out of. And now, there is the Moto(RED) Razr in a strikingly shiny, Rudolph red. Motorola is also offering exclusive (RED) content for the phone, such as limited edition wallpaper, ring tones and videocasts by artists and musicians who have partnered with (PRODUCT) RED like the Scissor Sisters. Phone as fashion-accessory-and-public-statement-of-the-user’s-awareness-of-the-AIDS-epidemic will never be the same.
– John Capone
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