Prior to the Super Bowl, I was made aware of a television ad from Audi. The ad was based on the long ago discredited claim that women are systematically paid less for doing the same work as men. Here’s the ad. It’s one of those times when the PC proselytizing is actually worse than what you expected. Watching it through to the end is difficult because the smug radiates from the screen like a bad odor. It’s not the ridiculous preening that is repugnant. It is the inappropriateness. Who does Audi think buys their cars?
It’s not hard to imagine the room where this ad was screened for the executives at Audi USA. Men and women in snappy business suits talked about how to target the professional female car buyer. Maybe they had data showing that Audi lags in this segment compared to its competitors. Everyone watched the ad, nodded in agreement, felt brave and wonderful and then agreed it should be the big ad for the big game. No one bothered to ask if Audi or the ad agency pays their females less than their males.
This ad, put out by a sneaker company, can only be described as offensive. It’s hard to imagine a more offensive ad. It’s also hard to imagine a more ridiculous ad. We just spent eight years with a black president and his mulatto mafia running the country and we are suddenly in need of a lecture about racism, from a sneaker company? They threw a lesbian and some black Muslim women in there, but the clear thrust of the ad is that whites are not accommodating enough to millionaire black athletes. Thanks Nike.
Of course, these ads are not whipped up overnight. They take months to produce, especially ads with multiple stars. Arranging a day for each star can take months of planning. Ads created for a big event like the Super Bowl are often started six months before they hit the air. In this case, these ads were cooked up last summer and put together in late summer and early fall. That means they were dreamed up before the people in charge noticed that the world had changed, if they noticed at all.
It’s another reminder that the Cloud People were absolutely sure that the noises coming from the Dirt People could safely be ignored. Six months ago when these ads were commissioned, the beautiful people were locking arms, certain they were heading off to the Age of Aquarius, where the Dirt People would no longer be a concern. They were so sure they were on the right side of history, they no longer had to pretend to be civil to the rest of us. These ads are a reflection of the smug, arrogant pricks who made them.
Even accounting for the arrogance of these people, the main reason they thought these were swell ads to run is they have “otherized” themselves, to borrow a term from the multiculturalists. It’s not that these people have lost touch with the common man. It’s that they have deliberately alienated themselves from their country and countrymen. These preachy ads have nothing to do with selling cars or sneakers. The ads are a public act of piety by people who are no longer part of the general culture.
It is why the mass media is becoming increasingly bizarre. It’s tempting to think it is nothing more than proselytizing and propaganda, and that is a big part of it, but some of it is due to the insularity of the people inside the media bubble. To them, having a Valentine’s Day program featuring homosexual couples is not normal, it is aspirational and therefore inspirational. The fact that the rest of us find it grating and a bit offensive never comes to mind. Everyone they know thinks it is a great idea and those are the people that count.
We live in a strange age, probably not a lot different from the late feudal period, when the ruling class was largely unaware of the storm that was brewing. If you were an aristocrat, you may not have a lot of money, but what you had was social distance from the people who were not aristocrats. That distance was your currency. The provincial lawyer or merchant may have been accumulating money and lands, but he was never going to be you and never be in your circle. Making that clear was of the highest importance.
The main difference is that the sword nobility was also a defender of the old order, while the Dirt People of the day were looking to topple over the old order. Today, our sword nobility is hell bent of toppling over what’s left of the old order, simply to prove to one another they are not a part of the old order. Highlighting the distance between them and us is their primary fixation. It’s why Trump is so hated despite being a billionaire New Yorker. It’s because he is a man much more comfortable among the Dirt People because he respects them and crossing that class line is the great sin among the others.