Friday, January 23, 2009

Coca Cola and the new humanity

I never thought I would be posting something from Coca Cola, but this commercial is pretty well done and very actual. If there's anything like illusory happiness, it's the Coca Cola type of happiness. If there's anything like an illusory self, it's embodied in the digital avatar. We seem to be heading towards a surreal world of tempting transitory illusions indeed, but let's not forget that happiness as chosen by yourself is the only transcendent and invulnerable form of happiness. Another thing, this commercial makes the classical McLuhanesque mistake of projecting the contents of an older medium, the virtual screen-based world, onto a new medium, namely what we call the 'real' or 'physical' world.

As to conclude as usual with a more abstract statement: we will need to learn to holistically re-ecologize ourselves in a functional niche of our technobiological future, in which we empathically co-evolve with anything we perceive as an other to in the end become one with it.

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