I don’t own a television. The one I had broke four or five years ago and with technology being as it is (with smartphones and the internet and so on) I could never really figure a good enough reason to replace it. Which is likely the reason I only recently saw this commercial (see below) and so I’ll apologise if I’m a little late to the party. Take a look.
Watching it, I couldn’t help thinking how refreshing it was – revolutionary almost – to find an advertisement whose aim was to affirm the viewer, rather than persuade her of some existential lack that needed filling by whatever the product or fashion being shopped.
The promotional technique we’re most accustomed to is to be, quite subtly, told we don’t have enough this or that (possessions, property, experiences, position, money, smarts, beauty, whatever), and are somehow behind the times, lacking… stuff, and but here’s what to do to remedy your problem, for just 10.99 (fill in currency as appropriate).
Everything from the photoshopped celeb mag to those strangely arty but ultimately incomprehensible (and accidentally funny) aftershave ads (pouting dudes with tanned six-packed torsos staring meaningfully at the camera to their own breathy – and accented – voiceover) seem designed to deal in the currency of discontent, to emphasise what you’re not and ought to be and what to buy to make it so.
And don’t get me wrong, I’m definitely not anti-TV. I love TV. I even like some TV commercials. But the one above, well, I just really liked.
I guess the thing that interested me most was the great yawning disparity between how the people in it thought they looked and how they actually looked. Who they thought they were versus who they actually are. Which, if you think about it, is sort of fascinating.
It got me thinking. Where does our sense of self come from? What’s informed it? What shapes it? Experiences? People? Nature? Culture? TV commercials? All of the above? And if so, how valid can any of these things be if the idea they give us of who we are can be so fickle and so different from the reality?
Micah Yongo 
First, congratulations on the new job. This question, “Where does our sense of self come from, seems to be the question of the ages. In fact I have asked this question in some form or another to many and to myself. I know mine has changed several times through the years. and all of the above you named certainly had an affect on my sense of self. It is wonderful to no longer have to ask myself this question…my sense is buried in Jesus Christ and so I look no farther than Him. this gives me such peace and courage at the same time. i have missed your post Micah, your ability to put words together that I would never think of doing, I think they call it , good writing.
Got to spend some time to catch up on your former post. Blessings.
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Thanks so much Betty for your words about my writing! They’re so encouraging. And yes, I think identity – ‘who am I?’ – is the question everyone is always asking of themselves or others or life, one way or another. I suppose in some ways it can be said that many of the challenges, anxieties and insecurities that are experienced are down to not having discovered the answer. I think that’s what I liked most about the video, the way it highlights the distance that can exist between who we think we are, and who we actually are. It shows how limited our own perspective on things, even ourselves, can be. And why we need to seek a perspective outside ourselves for the answer.
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Delightful. Amazing. Moving. Impactful. Thanks so much for sharing, Mr. Micah.
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Hey thanks dude!! Really appreciate that man. I hope all is well with you and yours 🙂
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Yes, indeed. We are well. My family has grown. Loving our son so much!
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Oh man wow!! That’s amazing!!! Congratulations bro!
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