I’m starting to wonder if I’m losing the part of me that responds to the warm fuzzies that some commercials try to generate. Take this YOP ad for example.
Granted, the version I keep seeing just starts with the group of four young people saying “If you want to build a better world, …” and I thought it said “You need fuel to change it.” But when I saw it, I looked at the TV, and said “You…are yogurt!” And now every time I see that commercial, I say it again.
For the most part, I think the message is fine, that we all need to make a difference where we are, and it’s little change that builds the bigger change. I also somehow missed the part where all the kids tell their longer stories about what they’re doing. I’m sure they’re all great kids with great stories. But there’s something weird about companies profiting, or trying to profit, from social movements.
It’s one thing if the company is genuinely trying to do something to help people. Aira offering free minutes when people go on a virtual tour of a civil rights museum so that they can get better descriptions of the exhibits and learn more is a good example. That is a company thinking of a way to help. But there’s something insincere about just putting out a message on the subject and making a canned statement. It doesn’t feel like a genuine offer of support. It feels more like jumping on a bandwagon to appear socially aware when it suits.
Slurping back yogurt is not going to make people into better people. Stop stretching to try and find a way to get in on the action. You are yogurt. Just focus on that. If you’re actually doing something positive to make a change, tell me about it. Otherwise, just be yogurt, dammit!