While watching the Olympics on television a couple of weeks ago an ad came on that I knew almost from the get-go wasn’t meant for me. At all. I was definitely not in their target demographic. The ad left kind of a creepy feeling in me and it’s taken me days to figure out why. But I think I have figured it out.
First of all, here is the commercial:
They’re selling a $74,000 luxury hybrid. NOTE: in the first release of the commercial the edit was not for this ‘greener’ car. It was for a more traditional gasoline powered Caddy, but I digress. A little.
Here’s the text:
“Why do we work so hard? For what? For this? For stuff? Other countries they work, they stroll home, they stop by the cafe, they take August off. Off. Why aren’t you like that? Why aren’t we like that?
Because we’re crazy driven, hard working believers, that’s why. Those other countries think we’re nuts. Whatever! Were the Wright brothers insane? Bill Gates? Les Paul? Ali?
Were we nuts when we pointed to the moon? That’s right, we went up there, and you know what we got? Bored. So we left. Got a car up there, left the keys in it. Do you know why? Because we’re the only ones going back up there. That’s why.
But I digress… It’s pretty simple. You work hard, you create your own luck, and you gotta believe anything’s possible. As for all the stuff, that’s the up-side of only taking two weeks off in August. N’est-ce pas?”
The message is meant to be, Americans are awesome because we work too hard for way cool stuff. Cadillacs are way cool.
Other countries they work, they stroll home, they stop by the cafe, they take August off. Off.
They stroll home – Walking? Walking at a leisurely pace? That sounds pretty healthy to me.
They stop by the cafe – where they meet people, friends, talk, socialize. Again, sounds healthy. Sounds like a solid value too.
They take August off. Off. – Yep, to recreate. To be with their families. Sounds smart to me, sounds wonderful. Sounds healthy.
And these are lifestyle choices, not one offs. Not jammed into an already overloaded schedule. Actor Dude blows by what I thought were CORE FAMILY VALUES to get to that justification for working so much so we can buy awesome stuff. I love awesome stuff as much as the next guy, but we have social problems in this country, obesity dilemmas, family dysfunctions built into just about every level of career pursuit. So I think this ad blythely illustrates some of what’s majorly wrong with us. Maybe we need to adopt some of those ways of “other countries” and find a way for we believers to actually become better doers in our own nationally proclaimed Family Values!
I’d just make one small addition to the text:
“It’s pretty simple. You work hard, but not at the expense of your relationships or health, you create your own luck, and you gotta believe anything’s possible.”
See that’s the up-side of being a whole human being, n’est-ce pas?