By Joey Pribyl-Shay

It came, it saw, it conquered.  Snuggies dominate the blanket/robe hybrid market.  Initially, everyone laughed at the ridiculousness of the silly article of clothing.  The commercial discusses the hassle of blankets and how constricting they are.  It attempts to convince the audience that putting sleeves on your blanket would solve all of those nagging everyday problems people have: keeping your pet close at hand, staying cozy and warm at sporting events and keeping kids warm in their drafty dorm rooms.  How did we live without this wonderful invention before?

Or maybe some better questions are: Are blankets really that much of a hassle?  Isn’t it the same as wearing a bathrobe backwards?  Who would go out in public like that?  Who needs a blanket with sleeves?

But eventually the ridicule morphed into national notoriety.  People started buying them as gag gifts, then they appeared at Walgreens and other stores, till eventually society accepted them.  The commercial was so corny and dumbfounding that it became a household name.

Recently a new player has entered the game.  Recently commercials for the Forever Lazy have been running.  I can ignore that the products are very similar, but the similarities between the two commercials are staggering.

Here are a few almost identical scenes:

  • Turning up the heat causing angst
  • Both pride themselves about being made from “ultra-soft fleece”
  • Allowing you to snuggle with your pet
  • College students loving the product
  • Wearing them to outdoor sporting events

It is infuriating with the immense amount of talent in advertising agencies that commercials like this are made.  Advertising students are taught to create unique and innovative campaigns, yet garbage like this is still on TV.  Some say imitation is the sincerest form of flattery, however, in advertising it’s just lazy. 

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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