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‘What Do You Do?’: How to subvert the fake edginess of today’s advertising
03:23 pm

Pop Culture


What do you do?
If you’ve ever been exposed to any of the unbearable bunch of slick miscreants that comprise the mainstream marketing industry, you know two things about them—they think they’re extremely clever and they like to high-five. And you can just almost hear those proverbial high-fives in the background of the groan-worthy paen to supposed non-conformity that is the latest Chevy Silverado commercial.

The original spot features an everyman Silverado owner pondering the metaphysical implications of the admittedly greviously banal question “What do you do?”, meaning, of course, how do you make money? Problem is, that kind of dopey pondering is now as banal as the question itself.

Blogger Flowbear breaks it down:

Ok, so ultimately the message the commercial is trying to convey is the ol’ ‘Merkin corporate standby, “If you buy our product you’re a rugged individual who, like Thoreau, cannot be bound up by definitions or constrained by the strictures of society. And like Whitman, you contain multitudes. You’re not like everybody else, everybody else being sheep and ciphers.” In this, the commercial is only as egregiously awful as just about every other commercial ever made. It becomes uniquely terrible in trying to be specific about the unique multiplicity of the asshole—our hero—in question.

Thankfully the Goatsilk arts crew in Missoula, MT have struck back with a spoof that takes a nice, direct jab at the pretense. Check it out:


Posted by Ron Nachmann | Discussion
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