Wednesday, January 2, 2008

Happiness is a warm television


In this 1965 ad, we see something that's largely vanished from our current advertising culture -- not just a recognition of blue collar workers, but an affection for them.  This is no "Miller Time" good ol' boy factory worker, either.  Schlubby, Ralph Kramden clothes and smelly cigar in hand -- and yet pictured without an ounce of condescension or pity.  And smiling, no less.  The best advertising, it's been said, is aspirational.  Too often that means appealing to the desire to be something you're not.  This ad, though, tells us that happiness is possible being who you are.

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