The Overstock.com hottie.

Advertising deconstructed.
Feb. 28 2005 11:26 AM

What's With That Overstock.com Ad?

So low-budget it's … mesmerizing.

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The spot: It's a world of white—white floors, white walls, white furnishings … and a stunning, middle-aged babe dressed all in white. She's smiling at us. "It's all about the O," she purrs. Whoa! That's hot! After six or seven costume changes, she explains what the O really stands for: Overstock.com, a Web site that sells liquidated merchandise. (Click here to see the ad.)

Seth Stevenson Seth Stevenson

Seth Stevenson is a frequent contributor to Slate. He is the author of Grounded: A Down to Earth Journey Around the World.

Admit it: You can't take your eyes off this commercial. I know that you can't, because I've read your blogs. The Web is overflowing with your rants: This ad is so annoying! This woman is so freaking hot! I can't stand this woman! What is going on with this ad? I am deeply confused! Please help me!

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Relax, people. Ad Report Card is here to explain this commercial's oddly powerful hold on us. Let me tell you what it's really all about:

1) It's all about the double entendre. The obvious starting point for any analysis. The "O," sliding from the lips of this luscious babe, brings "orgasm" to mind. It's a simple formula: a hot chick + the suggestion of climax = an attention-getting ad. Or, more simply: Sex sells.

2) It's all about the accent. There's something just a little bit off. It's hard to place. Is she Canadian, maybe? She seems to say, "It's all about the codes," when she clearly means "clothes." Also, "gold" somehow gains a diphthong, becoming "gou-oald."

Turns out this actress is German, and came to the States about 20 years ago. She never quite shed that last hint of accent. (Which has cost her some big roles in the past, when casting agents deemed her foreign lilt a bit too distracting.)

Personally, I find her speech hypnotic. The slow, even delivery. The sudden and thrilling surprise of a wavy euro-vowel. Of course, others disagree. This guy thinks she's being held at gunpoint and is trying to deliver an encoded message.

3) It's all about the music. This simply can't be the theme song for a retail store. Where's the up-tempo power-pop? The jangling Stratocasters? The pounding beat? This piece sounds more like an elegy for a long-departed lover.

I suppose there is something wistful about a liquidation sale, but does the music need to reflect that? It's weird. So weird, in fact, that it's captivating. I hear this gentle serenade and my eyes are pulled screenward. Kudos, jingle composer.

4) It's all about the cheesy white background. Ring ring. The 1980s called. They want their radically monochrome interiors back. Seriously, what is going on here? According to Stormy Simon, Overstock.com's vice president of branding (and the woman who dreamed up and wrote this whole ad), the white is meant to suggest the virtual, non-physical space of the Internet, because Overstock is emphatically not a brick-and-mortar operation.

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