Pay Less Furniture in Lawrence, Kan., has recently punched out an unusual sales campaign that makes eyebrows raise, heads turn and cars crash.
The slogan is "Our prices are Sofa-King Low," and the mascot is Ridic (shown on the left). He's a 50-something fellow dressed as a king. He carries a plunger as a scepter, and he wears a robe and crown.
Ridic's eyes are crossed. His teeth have been ground down so much that only slivers of white remain, revealing red, fleshy gums.
Everyday, an employee from PLF hauls a life-size mannequin of Ridic in his throne out to the grass median in front of the store at 2800 Iowa St. According to PLF owner Bob Fife, six cars have crashed in close proximity to the site since the launch of the campaign.
There are also television comercials and photo ads.
Fife and a friend came up with part of the slogan one night about four years ago. The ad is kind of Fife's way of defying the nation's politically correct standard.
Fife said that when he was a kid he and his sister used to mimic the sound of mentally challenged people's voices for fun.
"People would walk by and say 'that poor boy'," Fife said.
Fife also recounted a time when he and his sister drew a stick figure, and sent it to a kids show that aired children's art. They signed the picture 'Dicky Reeves of Wakefield.' Reeves was a local 30-year-old epileptic and mentally challenged man. All the kids had a lot of laughs, Fife said. Back then, when someone did something stupid the kids called it "pulling a Dicky special."
To Fife it's all in good fun, but to many he's swiping a fist at the defenseless.
"So many people complain," Fife said. "They say 'you're poking fun at the retarded."
Fife's original slogan was "Our prices are sofa king wetawded," but the Lawrence Journal World and 92.9 censored it because of its offensive nature.
"Things have gotten so twisted around that if it hurts someone's feelings you can't do it," Fife said. "Who is it literally hurting?"
Ridic, the Sofa King, is actually played by Fife himself.
I can't say that I'm hurt by the ad, but I can imagine that some people are. At least emotionally. Like the mothers and fathers of mentally challenged children. The fact that biological anomalies that produce mentally retarded people exist is a sad thing. Retardation is not something that can be cured or changed, and it's not a humorous event. But in no way do I think that Fife's ad campaign should be suppressed.
It reflects insensitivity and bad taste, but it's undoubtedly successful. When I interviewed Fife, at least 10 people came into the store and purchased furniture. Fife said the ads especially appeal to the younger kids.
"Even though they've been brainwashed into swallowing that PC crap, they still think it's funny," Fife said. "Customer traffic is strong. This stuff works."
However, Fife estimates that the Lawrence City Council will try to shut the campaign down soon because of the increase in car wrecks.
What do you think of it all? Offensive? Funny? Creepy?
7 comments:
Well honestly I think that retards are funny, I don't see why they would shut him down for something so silly. I think that is kind of honorable of him to portray the King of his store as a retard. if you want to be real about it a R-tard would never become the king of anything. Yet the man feels that one is worthy of the title of Sofa King you got to admire his compassion.
He has made a man who no one would follow a leader of men. I would think that many mentally disabled people would strive to be like the King of Sofas. He is truly a beacon of light in an otherwise sad world eating your on feces. I personally wouldn't buy furniture from a place being ran by drooling man child. Think about it you get your sofa home a find out it smells like pee or maybe he spilled his bug juice in the cushions. Really I think the notion is sweet but do you really want a entertainment center built by a man that eats his own buggers
it's offensive, funny, AND creepy. all at once. mass hysteria.
I find it to be funny. Yes, it's offensive.. but that's where a sense of humor comes into play.
Those who take offense are usually the first to give it.
It's funny and its mean all the same time but if you don't like it tough cookie. Laugh its funny.
When I first saw the Sofa King ad and photo I thought is this Ad incredibily distasteful or a bit funny in a weird way. I would never make fun of the mentally challenged but this off beat Ad is doing what Ads are suppose to do, Catching your Attention. I don't think it was intended to make fun of people. Some may feel uncomfortable but I choose not to go analyzing it so much. Creativity = Bread & Butter!
I think it's creative and definitely a great way to catch the publics attention; however, I can see how some might be upset if their child were to read it aloud.
Post a Comment