An interesting commercial out of China:
For the few of you who don't recognize it, this is a cooperative venture between Coca Cola and Blizzard Entertainment, of World of Warcraft fame. The commercial is intriguing for me on several levels.
First, let's take a look at what happens in the 30 second spot.
Three young women who are watching a WoW video with a large Orc in it are told by a music producer (which I'm basing on the fact that his office is decorated on all sides by gold records) that sexy sells. As he's telling them this--beginning with his calling them girls--he holds up an image of a Western, white woman and asks them if they get his drift. They firmly tell him no; he takes offense and says, "what do you mean, no?" and in the process is transformed into the Orc warrior the women were watching earlier. The young women don't back down and firmly respond "no means no" as they too are transformed into WoW characters, a Night Elf hunter (notice the ears and the bow), a human mage, and a human warrior. Sorry. I've played this game a lot.
The producer appears to be a formidable enemy, though he never scores a hit against any of the three women. These agile avatars, meanwhile, pwn this poor guy, and he goes down, leaving some phat loot to the players (a chest full of ice-cold Coke) in the process. Flash back to reality, where the women are drinking their Cokes and the producer now stands nearly naked himself and reaching to cover his genitals, clearly emasculated. Score one for the young women, right?
On the surface, this appears to be a feminist, anti-capitalist narrative. And in some respects, perhaps, it is. I'm certainly no expert on China or Chinese culture, so I won't pretend to be. Indeed, this commercial was in many respects a revelation for me. Yet, I do know something about feminism, and something about the game of WoW as well--enough, certainly, to feel that there's something disingenuous about this feminist narrative.
First, there's the issue of the Night Elf hunter. As anyone who's ever played the game can tell you, there's nothing more sexualized in WoW than female Night Elves. I'll leave you the task of finding a video of Night Elf females dancing, but suffice it to say that their moves would threaten the livelihoods of the best strip club pole dancers out there. Second, speaking of costumes, look at the way the women are dressed. Only the mage is dressed in a fashion that's remotely modest. Indeed the warrior seems to be absent any decent armor whatsoever. Watch how the camera follows them, which parts it focuses on as the action progresses. Finally, focus on that tableau at the end of the animation which then segues back into the real conference room/office. How are the women dressed? How real is their triumph, really, if it is meant to be a rebellion against his attempts at sexualizing them?
All of which leaves aside, doesn't it, the whole notion that it's Coke they receive as the boon for their valiant efforts. Again, the multinational appears to liberate us while really intending to put us back in our place, purchasing their products and, hopefully, seeing that as an appropriate and just reward for our labors. Maybe, just maybe, there's an unintended moral to this narrative. Isn't it the case, after all that, despite all of our heroic struggles, the rewards that we reap in support of governments and mainstream culture are meager and completely out of proportion to effort we put into gaining them? As consumer culture marches further and further across the globe, into places (like China) where I would have never expected to see it a mere generation ago, it's good to be reminded of the essential emptiness of the pursuit. You'd just better hope that it pays you a living wage.
In the final analysis, the rewards must be intrinsic. The extrinsic ones are just far too meager.
Food for thought.
Peri