Evasion Through Hyperbole, Yet Again
The purpose of sports heroes – the value that they trade in exchange for the fortunes they earn – is to provide the public with inspiration. Their feats are supposed to be a supplement to the average person’s every day life. A way of helping the average person live his own life more heroically. The problem, however, is that in recent decades (due to the stagnating economy and disintegrating culture), the inspiration of sports heroes has transformed from a supplement to a substitute source of inspiration and pride. People are more and more quite literally living vicariously through famous athletes – and instead of the past time of paying attention to them being a net gain, it is often now a net loss (ie: a way to evade one’s problems, instead of an inspiration to face them and solve them). That is what this commercial exploits.
Usain Bolt, by illegally enjoying himself in what turns out to be someone else’s hot tub, is symbolically (albeit likely unknowingly) communicating his status in the culture, and the source of his (relatively greater) wealth (as compared to previous eras). His presence there is an acknowledgement of the fact that he doesn’t have what a man of similar accomplishments, decades ago, failed to have simply because he is better than that predecessor, but precisely because people are willing to now give a man like him more than they were before.
Of course, this is a dramatic, absurdly unrealistic expression of these facts – and that is precisely why it is expected to work to sell Puma brand merchandise.
The commercial provides the viewer with a means of rationalizing away his (subconscious) awareness of his inappropriately high interest in the sporting activity of other people. He is able to tell himself that if he were really giving the likes of Bolt more attention than they deserve, then that (ie: the use of his hot tub, and the affections of the women in his life) is what would be taken from him. He isn’t allowing that much to be intruded upon, so therefore he must not be over-valuing the athletic achievements of others.
The rationalization provides a moment’s reprieve from the anxiety which comes from having a disorganized or arbitrary value structure. The memory of that reprieve remains in the viewer’s mind, ready to prompt a recitation of the rationalization whenever the anxiety returns or becomes too much to bear (which it will, since the only thing which can ensure that it doesn’t return and grow is actually reducing one’s interest in sports figures to rational levels). That reoccurred rationalization, Puma hopes, will be closely associated (in the viewer’s mind) with Puma the brand, and then – hopefully – if the person happens to be in the market for sports apparel, he will consider taking a closer look at their products, and perhaps making a purchase.
This is the kind of manipulative, destructive, fundamentally non-capitalist behavior that capitalist organizations have to engage in when they’re mired in the unpredictable flux of a mixed economy, where only the short-term is certain.