I’m supposed to be writing up my thesis, but this ad I came across via Spotify just makes me too angry to continue writing. For those who do not read Norwegian, it is an ad for a Norwegian building materials company, where they have stolen Obama’s “Yes we can” slogan in order to convince Norwegians to spend even more money on redecorating their houses (like we need to. There’s hardly a single bathroom left i Norway that doesn’t have Italian marble style tiles).
Naomi Klein wrote about this phenomenon in her book No Logo, where business in stead of fearing counterculture and rebellion in stead puts it into a marketable package and start selling it, in essence making what could have been a real political statement into just another commodity. Maxbo are basically doing the same thing by spoofing Obamas slogan, telling us that changing the political system just became a matter of buying some new stuff for your house… How can social media and politics compete with that?