Friday, September 9, 2005
What is This About Andy's Mojo?
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Maybe it's just me, but I just don't get it. Maria Sharapova made a joke about it during the post-match interview after her win over Nadia Petrova in the quarters, so she must get it. So, what the heck is Andy's Mojo, and who in the world really cares? In what has to be the most insipid tennis inspired commercial I have ever seen in my entire life, American Express took a gamble that I hope doesn't bankrupt them. I hope this one isn't one of Donny Deutch's.
The most-played commercial by far during the first week of the U.S. Open, and I am sure you all agree, is this stupid little short about Andy Roddick's "Mojo." First, they have Andy trying on a cowboy hat in his room, and then putting it down as if it isn't for him. Next thing we see is Andy in bed sleeping, and some guy emerges from Andy and goes out and parties all night and day.
I don't get it. They guy doesn't even look remotely like A-Rod to start with, and I'm still trying to put the two together in any way. Who really cares if some part of Andy Roddick's soul decides to get out and party before the Open, and who cares if he is missing or can't be located? I have relatives who party harder, get up earlier, and generally abuse themselves a lot more. So Andy's Mojo, so what?
So they find Andy's Mojo. Hell, even in the first commercial, he wasn't exactly hidden. And again, the ugly dude playing "Mojo" wasn't like a clone, either. And the press conference when they find "Mojo?" What the heck does "Mojo, redemption doesn't hit the snooze button" mean, anyway? Whose redemption? Does someone need redemption? If anyone needs redemption, its not Andy's Mojo, it's Andy himself.
After getting himself whooped in the first round my Mr. Relative Obscurity, Gilles Muller, all I can say is that Andy's Mojo made it further during the Open then Andy did, and will probably make the final day while the real Andy sits somewhere sipping tea and wondering why he ever let Mandy Moore get away anyway.
Mojo at least made a respectable showing at the Open. Lexus and American Express must have mortgaged their souls to use Roddick's name and likeness, and he let them down big-time. The least he could have done is hung around for most of the two weeks and did a whole bunch of personal appearances signing autographs at the Lacoste boutique, or actually taking pictures with customers instead of a superimposed Andy at the Lexus stand.
The commercials have finally stopped, and not a moment too soon for me. Now Andy's Mojo is free to come and party with me...
Tom - It's not to understand the why's and wherefore's of Mojo. It's for mindless entertainment. I personally loved it and get it. The joke was that he wasn't supposed to look like Andy. Perhaps if you lack the abilty to sense humoryou shouldget out of critiqueing.Get that stick out of your ass and enjoy the spot for what it is. Silly fun!