Dairy Queen defamiliarization? Really

Watch it here: Dairy Queen Commercial

One of my buddies from class posted a youtube video of a new dairy queen video. Can I just say that dairy queen will probably defamiliarize your taste of burgers all in all, and I do not know if that application will be a positive form of defamiliarization or not...Anyways, The commercial that dairy queen released is pretty funny but definitely strange. In fact, I really do not know what the guy playing the guitar has to do with dairy queen. On top of that, the fact that he plays a guitar that makes dolphin sounds is even stranger. However, for the sake of the blog's reputation to bring you modern examples of defamiliarization in the cinematic arena, I would like to comment on the video. How can the video itself defamiliarize us? Well in one way, it defamiliarizes us by making the ridiculous well ridiculous again. The fact that the man in the commercial is playing a guitar is not really ridiculous; however, when the guitar produces dolphin sounds the commercial takes a turn into the realm of more than strange. However, this is the point. Just like you really do not know what to say after hearing this, a dairy queen burger (according to the commercial) is so good you will not be able to explain it either. It defamiliarizes us to fast food advertisement. However, it also defamiliarizes us to the sound that a guitar could make and creates a sense of newness and increased necessity to listen to the noise that the guitar produces. This, in fact, slows our perceptions and causes us listen more closely. The other way that this can defamiliarize us can be applied to our thought process regarding the sound that guitars make and how it can change the next time we hear a guitar. It may, in fact, cause us to listen with a new sense of awareness and appreciation for the sheer pleasure that can come from a harmonic melody of strings being played together. This contrasted with the somewhat annoying croaking of the dolphins coming from the guitar could create the sense of music from a guitar being made new again. Think about it. Thanks James!