Globalisation goes mental
I don't know if it's just me but there's something smug and vaguely sinister about the new Diageo advertising campaign for that porter they make above there in Dublin 8.
The idea of a bunch of Andean peasants sacrificing their old wardrobes, cadillacs and books to build a giant stout totem in the village square smacks of Werner Herzog's epic Fitzcarraldo and perhaps even more of Les Blank's Burden of Dreams, the documentary which charted the effect that Herzog's obsession with his eponymous character had on cast, crew, and the indigenous peoples he recruited to do the actual work of dragging a 320 ton boat over a mountain top.
The ad is part of a £10 million campaign to restore the pre-eminence of the beer whose sales fell by 7% in Ireland this year, pushing the nation down to 3rd place behind Nigeria in the Diageo market hit parade
While I accept my exploitation as a consumer as being an inevitable feature of life under capitalism, I'm less than comfortable watching something like this. I keep asking myself questions like 'How many peasants were killed or injured in the making of this ad?' or 'Were Government sponsored death squads employed to force the peasants to co-operate and hand over their old motors and furniture to the ad-men at gun-point?' and more seriously 'How much cocaine was consumed prior to coming up with the mental idea in the first place?'
Anyway so, someone had some serious Aztec nose candy fun up there in the North Argentinian Highlands, that's for sure. See what you think