Before we begin, I must warn you that this missive contains harsh words other than the tried and tested likes of "crap" and "fucking" I happily use here with gay abandon. It contains harsh words that I wouldn't ordinarily utter, being the prunish prude that we both know I am.
But last night,
The Gruen Transfer broke this camel's back.
Backstory: within the last week I was presented with a woman's ample and amply Photoshopped upper portions while entering a 7/11 in search of that humble lunch staple,
noodles in a cup. Not a DD cup, a
plastic cup.
And I have had to endure having another woman's ample and amply Photoshopped upper portions displayed as Something to Aspire To on Facebook, kind courtesy of the latest advances in contextual underwear advertising.
As well as all this, while MYER staff have thankfully removed from their windows the larger-than-life decals of some football star in his undies, which appeared kind courtesy of the latest advances in completely-without-context underwear advertising, I find that more and more, the common language of the people is riddled with terms of an overtly sexual nature: hot, sexy, blow, suck, balls, blah blah fucking (I know, I know) blah.
And for some reason, every mass media publication, print or digital, sees it within their purview to report constantly on the sexploits of celebrities, would-be celebrities, and people who only become celebrities because of their sexploits (Paris Hilton and the freaking -- literally -- Octo Mum, for example).
The point? While trying to go about my business as a mild-mannered typist, I am constantly presented with irrelevant, uninteresting, dumber-than-dumb messages about sex.
So what? Is that what you just said?
So what?Consider: broccoli. It's great for you, affordable, and versatile. Consider: kindness. It's also great for you, affordable, and versatile. Broccoli and kindness are two things, like sex, that most people in this country can understand, apply, and enjoy. Yet broccoli and kindness feature far less often in mass media and everyday communications than do a woman's ample and amply Photoshopped upper portions, a man's "ripped" "abs", and the lewd implications thereof.
In short, there seems a disproportionate, unjustified focus on sex in the media.
And: it's fucking tedious.
Why must we tolerate this endless parade of bronzed body parts, the interweaving of normal dialogue with a ceaseless, driving hail of implied, or overt, sexuality? All I wanted was noodles!
Noodles for Christ's sakes! Not, as the vernacular would have it, norgs.*
Noodles.
But last night, all was explained to me. I saw my first-ever episode of the much-lauded
Gruen Transfer (series 3 episode 10) in which The Pitch -- a competition where two agencies are given an unlikely brief and must come up with an ad concept in response to it -- involved marketing the legalisation of polygamy to the Australian people. The winning ad, which seemed excruciatingly 90s and tacky beyond words (I got the feeling it had been shot in a pokies venue), won largely because it included both the words "pussy" and "dick".
Only minutes later, that same panel of ad executives and comms big wheels who had voted this ad as the winner -- the cream of the industry, you might say -- were sitting around talking about how many ads assume idiocy on the part of the public. I was, as you can imagine, suitably stupefied.
I put it to both the producers and consumers of modern communications that "sex sells" is a lowest-common-denominator philosophy that assumes idiocy on the part of the public.
It's boring. It assumes the only thing that will interest me in a product -- insurance, ice cream, eyeglasses -- is sex. It assumes that the only thing that's funny is sex. It assumes that the thing we all have in common isn't broccoli or kindness, but
sex.
If that's the state of the nation's creative thought -- if that's all we've amounted to -- it's pathetic.
I wanted to take every ad exec on that panel, tape their eyes open,
Clockwork Orange-style, and make them watch that shitty ad a thousand times over, until they never wanted to hear the words "pussy" or "dick", or listen to that blonde chick say "it's raining men" like some crap-80's-dance-anthem-turned-late-night-phone-sex-tv-commercial ever again.
Polygamy! Think of all the witty, entertaining, subtle, intelligent ways you could promote polygamy in a TVC. One might even suggest that if you're "creative" enough to use sex to sell everything from jeans to Jeeps, you could try using something
other than sex to sell polygamy. But no. They wasted that glittering, glowing opportunity on
pussy.
Fuckers!
*How is that even a word?!