fear

I have a lasting affection for Fearless, a young adult series created by Francine Pascal. (Yes, that Francine Pascal.) For today's addition to Pop Pedestal, a weekly column applauding our favorite characters in pop culture, I could write about many of the books' inventions: Gaia, the ass-kicking titular fearless lady; Mary, the bright clubgoer with an unfortunate drug habit. Ultimately, though, my favorite of the books' inventions is Ed Fargo, the best loverboy, sports fan, and devoted friend at Village High.

This post was originally published on November 18, 2009. However, this Kay ad is BACK ON THE AIR AGAIN this year, so our response is too. 12 months later, this commercial is as creepy as ever.

The holiday season is a time for reflection, love, and rampant materialism. I know this, and I expect my holiday television watching to be filled with commercials for useless items that I suddenly feel compelled to purchase for people I didn't even know I cared about. I'm never surprised to see ridiculously over-the-top ads for electronic nose hair trimmers or self-cleaning dog beds—those things are what America is all about.

HOWEVER, there is a Kay Jewelers diamond commercial airing currently that is just a bit more than this consumer can handle. Diamond commercials themselves are the worst of the holiday bunch (buy an expensive, unethical rock or you will never truly love/be loved!) but this one takes the cake by using bizarre fear tactics. Check it out: