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Anyone figured out the Rozerem riddle yet?
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September 20, 2006 | Permalink |
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What are you guys talking about? They are characters from his dreams, and are not the cause of his anxiety - they're his budddies. The guys attitude towards them isn't anxious or resentful.Abraham clearly says "We just want you back" - IE they want him to sleep again so they can inhabit his dreams, and be a happy gang again. IE the copy "Your dreams miss you"
Granted the logic of why is dreams are chilling in his kitchen when he's conscious is a little odd, but I think we can suspend disbelief for 30 seconds.
Posted by: Charlie | Sep 20, 2006 5:36:53 PM
Beaver = "sawing logs"
I lost interest after that.
Posted by: me | Sep 20, 2006 5:41:19 PM
Lincoln and the beaver represent nothing more than the random images that pop up in dreams and makes them so mysterious. The disparity created by having each of them appear together like pals talking to an insomniac reinforces that notion and makes this ad pretty clever.
Posted by: Carl Jung | Sep 20, 2006 5:57:04 PM
This is the best ad in rotation. Period. I've heard just about every one of my non-advertising friends (both of em!) mention it. What's really impressive is that no one forgets what the product does...though no one remembers the name.
Posted by: CorruptedJournalist | Sep 20, 2006 6:29:19 PM
Lincoln = Freedom
Chess=Intricate game of mating your opponent
Scuba Man= Diving
Beaver = Beaver
I don't think the math is that hard after that.
Posted by: rich siegel | Sep 20, 2006 6:47:35 PM
Perfect, Rich. End of story. Had they made it any clearer, there would've been a talking pussy cat.
Posted by: Jetpacks | Sep 21, 2006 7:27:50 AM
I actually like this spot a lot. It's a very cool way to talk about sleep (eg. the funky characters that pop up in our dreams). And it's somehow almost moving and emotional, when Lincoln says, "we just want you back."
Of course, the fact that one of the side effects of sleep meds is lack of dreams bothers me a bit, but who in this business lets those kinds of facts get in the way of a cool idea? :)
Posted by: Bob | Sep 21, 2006 8:44:01 AM
Are you looking a little too deep here?
IMO it's pretty simple. As a man, who hasn't dreamed about (aspirationally) being an astronaut or president of the United States? And as far as the beaver goes... well... what red blooded hetero male doesn't dream about beaver every night? The beaver is a classic tongue-in-cheek reference. They could have easily put a pussy cat in there.
Posted by: Fish Tank | Sep 21, 2006 9:16:35 AM
I'm a big fan of this spot as well. Does anyone know who did it? I'm really impressed that someone managed to take a pharma ad out of the pharma world and create a great, funny, conceptual ad that I actually enjoy seeing. Big props to this agency and the client for letting them run with it.
Posted by: Danny | Sep 21, 2006 9:41:02 AM
You guys don't know the legend of rubbing Lincoln's nose, do ya?
I guess you gotta be from the midwest.
Posted by: good luck guys | Sep 21, 2006 9:44:09 AM
Danny, I think it was Cramer Krasselt in Chicago.
Posted by: Bob | Sep 21, 2006 9:56:40 AM
as a further explanation:
http://www.roadsideamerica.com/rant/rub.html
Posted by: mind your manners | Sep 21, 2006 10:22:59 AM
I believe Abelson Taylor, Chicago, did the work, although C-K may have played a role.
Posted by: beaverfan | Sep 21, 2006 5:06:24 PM
Abelson Taylor does some of their work, but I'm almost certain C-K did this spot.
Posted by: Bob | Sep 22, 2006 10:58:02 AM
Cramer Krasselt in Chicago did the spots.
Posted by: Aaron Baar | Sep 22, 2006 1:42:29 PM
I haven't seen the TV spots, but was really curius about the print ads when they started showing up on New York City phone booths, bus shelters, etc.
The first couple ones I saw simply had a picture of Abe lincoln and a beaver with te etag line: "they miss you." I had never heard of Rozerem, and (maybe I have a dirty mind) assumed it was an impotence drug, a la Viagra.
The beaver's symbolism seemed obvious, and I took Abe Lincoln to be a stand-in for an erection (long, thin, etc.) Urban Dictionary defines an "Abe" as such.
Posted by: Josh | Sep 25, 2006 11:36:59 AM
I think that the critter is a groundhog not a beaver. Since groundhog's day is in February and so is Abe's birthday, I'll bet the astronaut is from a February mission. I haven't paid much attention to him. He seems to be wearing an older outfit, maybe he's John H. Glenn, Jr., the first American in orbit, and orbits the Earth three times on February 20, 1962 on board Mercury Friendship 7.
or maybe I'm just thinking too hard!!
BIG John Small
www.GreatRadioAds.com
Posted by: John Small | Sep 26, 2006 3:10:24 PM
Ya know, I have read every single interpretation of this, and go ahead and lable me with having a weird sense of humor -- but the attitude the beaver takes with Lincoln right after he says, "helloooo ... honest Abe" just cracks me up. Honestly, I cannot get past that at all to remotely think about what the symbols mean. It is hilarious, and that is just the way I see it. :-) And oh, big tongue in cheek smile to the "talking pussy cat" reference.
Posted by: Pastor TJ | Oct 8, 2006 10:52:06 PM
Sometimes the beaver says "somnia", and sometimes he says "insomnia". Mean anything?
Posted by: Brad | Oct 11, 2006 9:00:57 AM
It is was simple
Lincoln cheating at chess = lying to get laid.
Chess = part of the female body
Astronaut = Asteroids = Hemorrhoids
Beaver = beaver
Posted by: roadie | Oct 11, 2006 1:44:10 PM
okay, here's my take:
Lincoln = Money ($5 bill)
Beaver = Sex
Astronaut = Power
Posted by: Jon M | Nov 9, 2006 5:58:34 PM
The commercial disturbs so many people that they stay awake at night trying to solve the characters representaions; they need rozerem to get to sleep and not think about abe, beaver,chess game, an astronaut.
Posted by: Bob | Nov 9, 2006 6:53:05 PM
I agree with Mr. Small. I thought it was Abe Lincoln, a groundhog, and possibly an astronaut from a February mission, as well. I remember, as a small child going to Florida and stopping along the way to see John Glenn launching. I may have been in school, and we went on a February break, so he may have dreams like "Groundhog Day" type material?.
Posted by: Dawn | Nov 10, 2006 11:07:44 PM
I just have to laugh every time I hear Abe say "that's cool". heh heh
Posted by: Rusty | Nov 19, 2006 9:06:45 PM
The beaver looks constipated...might explain his crankiness...
Posted by: kww | Dec 21, 2006 4:02:23 AM
Here's my theory: I have taken Rozerem a few time recently and have had the most bizarre and disturbing dreams you can imagine. The dream state has also been strange--like you know you are dreaming and want to wake up, but you just can't open your eyes. Last night, for example, I probably woke up from these sorts of dreams at least once an hour. A casual search on the Internet has turned up a number of similar reports. My theory is that the ad represents a vain attempt by the company to market an underreported side effect as an undocumented feature. I like the ad, but the drug gives me the creeps.
Posted by: Nick | Dec 29, 2006 1:00:20 PM
The various interpretations of the Rozerem spot also have at least one unintended consequent. That being that it is intersting to see how posters give away their generational bent in their reference to the third character in the dining room. Younger types mistakenly identify him most frequently as an astronautor a scuba diver. The guy/gal is a deep sea diver wearing vintage gear worn as far back in the 1940's-or maybe earlier. Well before astronauts and scuba (self-contained underwater breathing apparatus)divers.
Posted by: Doug | Jan 23, 2007 12:01:05 AM
Hey nick - i came across this... and I had the same thing happen w/ rozerem - horrible horrible disturbing dreams, I had that thing where you know you want to wake up but you can't and you feel trapped in your sleep - and... another time I had the most morbid and real-seeming nightmare - i actually woke up sobbing at 5am... so, yeah... i never want to take the stuff again.
I don't have underlying mental problems or anything - ( i just needed to get to bed earlier) and i don't tend to have disturbing dreams.... so this "side effect" was somewhat unforseen.
Posted by: vicki | Jan 29, 2007 2:33:34 AM
Jules Verne'3 birthday is Feb 8
Posted by: chris mckeever | Feb 10, 2007 7:21:11 AM
Lincon represents money
the space man represent the future
the eating beaver represents... well i think you can figure this out on your own.
Posted by: ggggggggg | Mar 8, 2007 3:27:08 PM
The beaver symbolizes work. Lincoln symbolizes personal integrity, ego. The space suit symbolizes fantasy. All components of dreams.
Posted by: Nancy | Mar 12, 2007 12:08:32 PM
Hey, Abe Lincon had major sleep problems and the Beaver is nocturnal. Whatever!!!!
Posted by: sue | Mar 16, 2007 5:12:29 PM
www.rozerem.com
Actually, a quick trip to the Rozerem website solves the "riddle." After an intro from your favorite characters (set in the sleepless kitchen) there are roll-over items which activate additional dialogue from the characters (as well as provide additional product and sleep related information). Kind of fun - especially if you like the characters.
Actually, if you leave the site static, the characters will anxiously burst into random chatter to get you to interact with them.
Click on the moon (outside the window) for a definition of what dreams mean.
Under Animals: Beaver: Beavers symbolize ambition and indusriousness. It'll take hard work to achieve your goals.
Under People: President: A president symbolizes authority, power and control. The particular president you dream about could reflect your personal feelings about his specific philosophies and actions.
(Hmm, I wonder then if the Great Emancipator frees you from sleepless nights?)
No definition for cosmonaut (diver's helmet would be copper/brass and have viewing ports - this one's glass). There is a definition for "Pilot."
Things: Chess pieces: You've met your match, either in love or in business. Or you should think carefully before making a decision (like what the side effects might be?).
Places: Kitchen: Your sould needs nourishing.
Nature: Moon: There's something hidden and mysterious about your life (really, have they seen this guy in his underwear?). Dreaming of a full moon says you have or are about to complete something.
Posted by: Grant | Mar 20, 2007 12:39:45 PM
My parents explained it to me (sad enough)...
Beaver - Female anatomy a.k.a. SEX
Deep Sea Diver - Muff diver a.k.a. SEX
Abe - BIG ABE (like a Johnson) a.k.a. SEX
...
All men think/dream about sex.
Any questions?
Posted by: Funny | Mar 23, 2007 7:19:10 PM
IMO, its a deep sea diver, not an astronaut. Other than that, I can contribute nothing becasue I just don't get the commercial. I even e-mailed the company but got no response.
Posted by: Jon | Apr 9, 2007 1:37:11 PM
Notice that the character in the atmosphere- controlled suit is wearing a weight belt; an unnecessary item in zero gravity, but not underwater. More likely a deep sea diver than astronaut.
I interpret the diver (disconnected from the interaction of The Beaver and Abe, and identity cloaked by diving suit) representing a "closeted" homosexual component of the dreamer's psyche.
Posted by: roughtradesman | Apr 10, 2007 8:56:19 AM
Response to Grant. Yhank you for the tip. Try this. Go back to the Rozere site, but Don't click on anything. Ever. Ever. They go from a bit frustrated to trying not to show that you are pissing them off. Especially Abe. It is hillarious. I actually felt bad for not clicking.
Posted by: Teri | Apr 15, 2007 12:13:16 PM
I thinking that lincoln means ( Logs )or is is viewed as blocked sleep and the beaver is representing dams or the blockage of sleep and the diver is signifying the deep sleep which he needs but is unable to achieve.
both the lincoln and the beaver are doing the talking.. continuing his active mind and lack of sleep
maybe.. maybe not
Posted by: James | Jun 8, 2007 12:27:32 PM
Here are my thoughts...
beaver---aka female anatomy
Abe---money
diver--wet dreams
chess--good versus evil
Well in the bible there is a verse
In vain, you rise early and stay up late toiling for something to eat..
Posted by: Craig | Jun 8, 2007 11:01:47 PM
The characters symbolize thoughts that keep people up at night. The beaver, always working, symbolizes worries about work. Honest Abe is your conscience...keeping you awake if you didn't do the right thing. The only ad campaign in years that has developed a cult following. Great advertising!
Posted by: Daniel | Jun 15, 2007 5:50:55 PM
People, sex sells. The beaver is an euphemism for the female genitals. The Abraham is another euphemism for the penis. If you have insomnia, you cannot reach the R.E.M. stage. Therefore, you cannot have wet dreams. That is why "Honest Abe" and "Beaver" talk to a guy and not a woman.
Posted by: Lillian | Jun 16, 2007 12:47:34 PM
People, sex sells. The beaver is an euphemism for the female genitals. The Abraham is another euphemism for the penis. If you have insomnia, you cannot reach the R.E.M. stage. Therefore, you cannot have wet dreams. That is why "Honest Abe" and "Beaver" talk to a guy and not a woman.
Posted by: Lillian | Jun 16, 2007 12:47:47 PM
I can't believe how many people thought that guy was an astronaut.... Absolutely Deep Sea Diver. He was tough to figure out.
I liked the idea above about wet dream, better than anything else I've heard.
Lincoln = Money
Beaver = obvious
THe only reason I think Lincoln = money is because the ad guys would probably want to impay multiple ideas instead of all being sex.
But the mystery goes on.....
Posted by: Benny | Jun 23, 2007 8:22:46 PM
There's my take on this,Abe, the beaver and the Seaman are part of this guys dreams and they miss him.
It being a guy we have
Abe = Penis
Beaver = You get it
Seaman = Well?
The guy dreams about sex
Posted by: Donnie | Jul 11, 2007 7:00:26 AM
Abe lincoln was an insomniac.
Posted by: jamie's regret | Jul 15, 2007 3:44:34 AM
The Lincoln, beaver and deep sea diver characters are all represented in Hoyle Card and Board PC Games and in their online multiplayer rooms.
To me, people associating these characters together may be more likely to suffer from insomnia. They may recognize subconsciously or not, that these characters are not in their dreams, but in real life during the middle of the night while they are playing cribbage, wordox or whatever games they are playing due to their sleeplessness. Perhaps they have chosen one of these avatars, or they are the avatars of their competitors.
Taking Rozerem can help them get AWAY from these characters as opposed to dreaming of them.
Posted by: Scott | Jul 23, 2007 3:42:44 PM
I first thought of my college intro. to Freud course content: Id, Ego, Superego. The Beaver is the Id, of course - worker, survivor instinct, sex, impluse. Abe Lincoln is the Ego - moderating factor between Id and Superego, social conscience, Honest Abe, etc. The Diver is the Superego - partially unknown to us, subterranean director of our actions, higher form of unconscience/conscience - hence the dual diver/astronaut look. Our dreams are supposed to address and balance all of the above, so we wake up refreshed:)
Posted by: Lori | Aug 13, 2007 9:26:04 PM
I say the fuzzy guy is a grounghog not a beaver. If it is a beaver, what happened to his two front teeth?
Posted by: Mike | Aug 17, 2007 10:49:37 AM
President = sex
eating beaver = sex act
deep sea diver = going down (againi, sex act)
chess = mating (sex act)
people who thought deep sea diver was an astronaut = morons
Posted by: Bob | Aug 22, 2007 8:09:15 AM
The Post from Lori's very Ideal. Abe in general is what we all wish to be, Honest, powerful and loaded, a leader of men and doing great things. the animal "Beaver" reminds most of the female sex, are we gettin any lately? the Diver is usually something of "Adventure". the chess is simple, Life and Death, win or loose sometimes easily cheated, simply its a game played but few can master.
i think most people just think everything is about sex when its not
the latest Commercial is him sitting at a bus stop talking to the Trio again when he arrives at work the receptionist agrees and walks away with a Blue Pony. Hate to see the "Sex" in relation to her.....
Posted by: Elric | Aug 29, 2007 12:05:11 PM
