Friday, September 19, 2014
You can watch the heartwarming new Jeter farewell ad, but on some sites, before it plays, you have to first watch another ad
Posted by el duque at 9:27 AM
By now, I suspect you've seen it. We're late to the party. It pushes a lot of buttons to sell a product known mostly these days for being poured over players and coaches on victorious sidelines. In the toxic wake of Ray Rice, Adrian Peterson and the National Thug League, PepsiCo prefers to align itself with a fellow who doesn't punch out his wife or use small children to recreate scenes from "!2 Years a Slave." Derek Jeter is great. I certainly agree with that.
I was going to link to the commercial. But on three sites where it was airing, you have to watch another 30 second commercial in order to see the Jeter commercial.
Imagine that. We finally reached the next realm. We moved beyond wearing product logos on T-shirts or shouting the catch phrases of TV vampires. We've entered a new universe, a trendier one, where the corporations can think, vote and copulate - and the commercials have their own commercials.
In this world, one thing matters. Public Image. That's all. A guy beats his wife? He doesn't need counseling. He needs P.R. The polar caps are melting? No sweat. Fight global warming with P.R! Hunger... poverty... war... blah-blah-blah. With the right P.R., everything is fine.
OK... don't get me wrong. (I'm sour over the outcome of this season.) It's truly a great commercial, a tug at the old heartstrings. Drink a keg of Gatorade! Derek Jeter deserves whatever cheers the corporations can rouse on his behalf. And I'm sure he received a nice paycheck for his efforts.
Two questions, though, and I ask it with nothing but respect for Jeter:
To appreciate Jeter's legacy, do Yankee fans need a commercial?
And when corporations latch onto our hearts, what exactly are they selling?