Commercial Analysis

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Cubs Win, You Lose

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When the Cubs finally do win the World Series everyone who saw this commercial and enjoyed it will have a strange and terrible feeling: the feeling that somehow they are not enjoying the experience as much as they feel like they should be. Few of them will realize that the reason for this is because they already experienced that sensation – in vivid detail – when they saw this commercial. This isn’t to say that the commercial will be as intense as the real thing, but only that the commercial is intense enough that (as opposed to just imagining what it will be like) it will have a detractive effect.

Given the cultural magnitude of the Cubs winning the World Series, for a company to compromise that – even just slightly – for the sake of it’s short-term economic gain is beyond obscene. It is vile, repulsive, unequivocally evil. The lengths to which businesses (ie: associations of regular, every day, otherwise-decent people with families and mortgages) are willing to go to these days in order to acquire revenue speaks volumes as to the precarious, unpredictable nature of America’s macroeconomic situation. In order for despicable acts such as the creation of this commercial to happen less regularly, companies must be sure that they can sacrifice their short-term financial interests for their long-term interests. To “take the high road”, so to speak, in the expectation that they will eventually come out on top. This can only happen if there actually is a long-term. A company like Sony isn’t a political organization – they aren’t necessarily obligated to use their cultural influence to preserve or improve the culture if it means their own personal destruction at the hands of a culture not receptive to their message – but simply because that is true, it doesn’t absolve them of all responsibility for the consequences of their actions.

People vote for tyrants and destroy their way of life as a last act of hopelessness. What better way to ensure that that hopelessness materializes than to undermine (and thereby destroy) the incentive to believe that there is anything left unmolested in our culture by it’s evil, destructive, pragmatic and unprincipled elements? If the American people destroy themselves, and if Sony suffers economically as a result, they will all have received exactly what they deserved.


Written by commercialanalysis

April 12, 2012 at 12:49 am

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