Commercial Review: Take These Clothes In, Not Out (Yoplait)

Product: Yoplait

Concept: Homely woman goes into a dry cleaners and tries to play mind games with a poor cleaners operator.

We begin the commercial in a dry cleaners which is also acting as a tailor. A Homely Woman walks in with a pile of clothes and tells the Kindly Seamstress to take the close “in”. The Kindly Seamstress takes the clothes, and Homely Woman begins small talk about the diet she embarked on before she needed her clothes reduced in size. She goes on and on about a variety of cakes and candies she ate.

The Kindly Seamstress, confused, asks the woman if she means the clothes should be taken out instead of in – assuming the woman had the terms mistaken. Homely Woman then proceeds to correct her curtly by repeatedly saying “in” or “not out, in”.

Did losing weight make this woman a super bitch? She just rattled off a list of cakes to an old lady seamstress who is dealing with people on a daily basis that don’t know what taken in or out means. She asks the Homely Woman to clarify and gets hit back in the face with a barrage of hatred. Apparently just to rub it in, the Homely Woman backs up, strikes a pose of some sort, and does a hand motion to indicate that she wants the clothes taken in, and not out.

What was the Homely Woman’s point? Putting myself in her shoes, I guess I assume that the Kindly Seamstress will have heard about the new line of Yoplait’s cake-flavored yogurt. So when I went in to get my clothes tailored, I could make some funny small talk about the yogurt and commiserate with the seamstress. The problem is, the Kindly Seamstress clearly had no idea what the Homely Woman was talking about. To her, a diet of mainly cake and candy would lead to GAINING weight. When she asked about it, she not only didn’t get clarification, she got increasingly hostile and unnecessarily bitchy responses from the Homely Woman.

The worst part, is that our Kindly Seamstress never gets an explanation from Homely Woman about what the hell is going on. The commercial goes into voice-over mode and the storyline portion ends without conclusion.