How the Sun Starts His Day

I didn't want to like them. Trust me, I tried to ignore them. After all, it's a sausage commercial. But suddenly I find myself looking forward to discovering what Jimmy Dean's "sun" will do next.

In the end, I blame the persuasive power of "serial" commercials. By building a continuing storyline and showing us characters in various situations, we get to know them. We relate to them. In this case, we're humored by the silliness of the concept and the "sun's" genuine likability. Who knew he dealt with domestic issues like the rest of us? Was frequently misunderstood? Or that he called in sick to work occasionally?

Like a book or new television show, serial ads often take a while to "stick." In this case, I let these spots pass virtually unnoticed until "We Have Time" aired. Something about his exasperated, "Guys, I have to illuminate the entire eastern seaboard in 15 minutes. I think we have time." got my attention. The guy in the sun costume wasn't trying to be serious. He was trying to funny and relatable. He was saying in as many ways possible "You think you're busy? Even the sun has time for a Jimmy Dean breakfast." And it was working. He was working.

Whether or not I run out to buy sausages for breakfast, I love these commercials. Thumbs up from both Durbins for a fun campaign with enough pull to be TiVo-proof in our house. And kudos to Jimmy Dean for placing all of the spots on the web site.