I recently walked past a bus shelter displaying an advert for new flavours of Diet Coke — Feisty Cherry and Exotic Mango — bearing the exhortation “because you’re an early adopter.”
This tickled my inner Marxist. Maybe I’ve been watching too much Mad Men of late, but I couldn’t help thinking what brilliant advertising this was. Setting aside the fact that Cherry Coke was introduced in 1985 – and what exactly it is that makes this variant “feisty” – who cares what the product is? YOU should purchase it, because YOU are a trend-setter! YOUR patterns of consumption are so much more on point than others, who admire YOU so much they’ll want to emulate YOU. We, YOUR friends at Coca Cola, want YOU to be a key element in the dissemination of this product. Because YOU are special. Because YOU have a valuable ability to recognize what will be popular before it’s popular. Because YOU are an early adopter. Continue reading “Because YOU’RE an early adopter…”
Maybe you’ve seen the commercial above for the new Cadillac ELR…? It’s been understandably lambasted for the way it relies on “American Dream” rhetoric to sell a car. Everyman actor Neal McDonough is obnoxiously smug, and the appeal to what makes America great resorts to downright icky sanctimony and casual insults about what “other countries” are like. We are strong-willed and hardworking and awesome in every way. They flounce around with long vacations and a devil-may-care work/life balance that prioritizes cafés. Yeah, it’s pretty bad. Continue reading “Advertising the American Dream”
If you’re in North America, at least, you can’t help but know that the Superbowl was last weekend — an annual celebration of football, yes, but also consumerism, since unveiling new and expensive-to-produce commercials has become part of its broadcast tradition.
This year Coke premiered an add in which “America the Beautiful” was sung in a variety of languages, while showing images of people who don’t look like you’re taken-for-granted white-bread citizens, and (predictably?) many who occupy various positions on the political right responded with varying degrees of outrage, demanding, for instance, that the song be sung “in American” — kind’a like saying “if the King James version was good enough for Jesus then it’s good enough for me.” Continue reading “The Last Word”