Wednesday, August 14, 2019
Lies and Sadness in this "Samsung Last Chance" ad
1. We start off with a baldfaced lie from this "dad"- "we are a very connected family."
You know, just a few decades ago, that statement would have been a rather awkward way of describing a family that enjoys a great deal of warmth and communication, sincerely appreciates opportunities to do things together....as a Family. You'd be more likely to hear "we are a very close family" or "we are a very tightly-knit family." But "we are very connected" would have come off ok.
Today, of course, "we are a very connected family" means pretty much the opposite of what it would have meant just at the turn of the century: what this dad is saying is that he and his "family" are "very connected" to the OUTSIDE WORLD. Everyone has devices which allow them to retreat into an electronic cocoon and away from those other human beings they share a house with- even those little kids. This is what it means to be a "very connected family" in 2019. So much better, right?
2. Then he hits us with the anvil of Very, Very Sad: If this family's connections are disrupted or slowed down, the result is "chaos." He's essentially telling us that the family suffers when it can no longer maintain that connection with the outside world at acceptable speeds. The inability to stream a video, play a game, etc. creates a situation that is basically intolerable, because it creates a situation in which the members of that family might have to actually talk to EACH OTHER FACE TO FACE and stop consuming electronic media for a few minutes, an hour or (horrors) even an entire day. Long-term, it might even mean that the family must make CHOICES concerning the consumption of that media, downright traumatic to people who are used to instant gratification from whatever glowing object they prefer to use at any given moment.
The "dad" in this commercial just wants peace in his house- which means, he just wants the zombies living under that roof to remain zombies, quietly living in their own worlds and - most importantly- leaving him alone. A house filled with humans keeping to themselves is the dream he achieves with Verizon Fios and Samsung. Why he wants this, I really don't have any idea- but I assume he's the same kind of parent who paid a lot of extra money for dual DVD players in the back seat so those zombie kids wouldn't talk to him while in the car, either, so this all probably fits into someone's idea of Paradise.