It's been apparent for near time t...

It's been apparent for near time that many ad agencies are convinced it doesn't take often effort or creativity to amuse today's youth. whirl some dumb punch line humor at them or give the kids a vacuous online video to chuckling over, and agencies apparently think they've done a bug

We were reminded of this sad reality again Tuesday when a publicist, all lathered up contacted us about what he believed to be a actually mind-boggling event happening online: a of the present day video called "Tea Partay" from BBH/New York that first attempted at www.youtube.com earlier this month The video, directed by means of Julien Christian Lutz, who has done music videos for artists as it was as Usher and Foxy Brown is intended to further -- in a very roundabout way -- a hard ice tea returns called Smirnoff Raw Tea.

According to the tracking numbers at the youtube.com site, more than 600000 visitors already have viewed the raw tea video, a number the publicist considered incontrovertible evidence that said "Tea Partay" has become -- in just a matter of days! -- an instant viral smash hit, flat though that number of hits is still small potatoes compared to the millions of television viewers who might be inclined to watch a really great commercial that would air one time during a really popular prime time network program.

unless what of the video in question? Well, it's a bit of silliness that is not the least bit farcical or hip, despite the ever-so-intense attempts to spoof East Coast upper crust civilization by presenting images of ultra preppy pastel-clad rich kids going against the grain and boogeying to an aggressively hip-hop musical number performed by way of a group known as "Prep Unit"(how ludicrous right?).

And what about those gripping lyrics -- cloth like "we play croquet/and go on foot rollerblading/here's to homies on lock/for insider trading"? Anyone busting a gusset?

The whole general [i]or[/i] abstract notion feels painfully forced and obvious, and at through two-minutes in length, needlessly protracted as well. Evidently, we weren't the alone ones less than awed at this "Tea Partay." A quick glance at one viewers who left comments at the site pretend to agree with us that this partay lacks a accident of punch.

Lew's view: D

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e-mail: llazare@suntimes.com

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