You Know
When it’s the Devil
By
Stephanie M. Wytovich
If it’s
dark and delightfully disturbing, chances are, I’m going to like it, at least
in some fashion or respect. The macabre resonates with me in a way that is both
terrifying and hauntingly beautiful, and to me, there’s nothing quite like the
adrenaline rush of horror. With that said, there is something equally powerful
to the effects of comedic relief in the genre. If done, and done well, the
resulting laughter and jest become just as intense and potent as the fear
leading up to it.
This
leads us to a Dirt Devil commercial with the tag line “You know when it’s the Devil”: http://indulgd.com/probably-the-scariest-commercial-you-will-ever-see/
But then
we see her, glued to the ceiling and thrashing about. She’s screaming murder
and we’re conditioned to believe that the Devil is inside her, using her body
and tormenting her flesh. After all, that’s what we’ve grown up with. Horror
has taught us the signs of possession, given us the tools to fight it. At this
point in the commercial we’re screaming “the power of Christ compels you” and
grabbing holy water. We’re ready to fight demons. We’re ready to save her soul.
And
then, there’s the twist.
We see
the room above the seemingly-possessed girl and watch an elderly woman singing
as she vacuums her carpet with a Dirt Devil. The suck is so powerful that it’s
pulled the girl downstairs out of her bed and is moving her back and forth on
the ceiling as the woman cleans.
Chuckle
worthy? You bet.
This
dance of terror and laughter is what makes the piece so clever because the
range and ratio of emotions that the viewer goes through is so immediate that
the relief is akin to a popped balloon. I certainly didn’t expect the supposed
cause of satanic power to be a vacuum cleaner and when that was revealed, the
clip became that much more memorable. Plus, you can be damn sure that if I ever
need a vacuum cleaner now that my first thought is going to be Dirt Devil.
Well
played, folks. Well played.
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