This Super Bowl season we’ve learned that social justice is in fashion. It sells. It sells Coke, it sells cars, and it sells us short.
So it begins, imagine it with me. The loud roar of the ocean, waves crashing across the screen. Then the small child-like voice of an African American girl speaks. We see her awakening in her bed in the morning light, and she narrates to us the story of the little ones.
“The world is full of giants,” she begins, “they have always been here. We had to learn how to overcome them.” We see on the screen an inner city alley. We see mountains and we see a shadow fall across them. “As long as we keep our heads down. As long as we work hard. Trust what we feel in our guts, our hearts. Then we’re ready.” We see workers in steel mills, on boats, fighting fires, in wheat fields. A ballerina tying her shoe.
“We wait until they get sleepy. Wait until they get so big they can barely move.” We see Wall Street, we see skyscrapers, we see the center of finance. “Then we walk out of the shadows, quietly walk out of the dark, and strike.”
A roar fills the frame, giants fall, a system crashes, and our power becomes incarnate in… Fiat’s new Maserati Ghibli. For $67,000, it’s all yours.
The same day this Super Bowl ad premiered, the New York Times reported that since the recession “ended” in 2009, the top 5% of people in this country have increased their spending by almost 20%. The bottom 95% have found their role in the market flat or declining.
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