This month’s HBCOM goes to something of a jaw-dropper. Normally, the winning entry does so with a touch of wit, dash of sarcasm, at least a hint of self-deprecation.
But this one literally stopped me mid-step. And not because of its genius use of music (as can be seen here, one of the greatest TV ads ever).
https://www.youtube.com/watch?v=GhzTIKLu_Fc
No, this was stunning simply in the audacity of its message.
Advertising has always rested on a single campaign promise: Whatever you’re doing, it’s all right.
Binge overeater? There’s a pill for that. Depressed? Ditto. Can’t afford a new car? What if we spread it out over five years? No money for a couch? Why, you can rent some furniture from us at a reasonable vig.
Dad used to tease me about falling for the latest sneaker commercial. (“Do you really believe you’ll jump higher in those clown shoes?”) Compared to this, however, Air Jordan commercials were Picasso at a yard sale.
Not since Phillip Morris paraded smoking “doctors” for the TV has a corporation suggested such a potentially dark path for kids.
In the ad, Jeff Goldblum stumbles upon a poor fellow in stockades. The imprisoned man admits his wrongdoing: He entered into a 30-year mortgage.
Goldblum, always a great on-screen asshole (see The Big Chill) taunts the inmate that he could be living free and easy — just like those youngsters dancing stage right with nary a care. Why you see, Jeff explains, those go-getters aren’t weighted down by a mortgage. They’re free to rent! Flush away at apartments.com!
No one will ever accuse corporate America of excessive humanity. Given the chance, U.S. automakers would have used piano wire for seat belts if consumer advocates hadn’t pressed the government for safer cars.
But the idea that nothing counts but our immediate needs — and to commit and own is a path for suckers — has got to give at some point, from an economic standpoint if not a moral one. Hopefully that comes before a generation discovers that the one before theirs had no inheritance to leave except long-term payments at fixed rates.
Onward!
https://www.youtube.com/watch?v=yUudubg6rMY
