Tonight I watched an episode of a reality tv show. It’s been a while and it reminded me of the time, more than ten years ago, when I saw an add on television in Boston, with the tagline “Chrysler is love”. At the time I laughed out loud. What? Seriously? Chrysler is love? Love? Of all the ephemeral, indefinable, philosophical concepts you could pick to describe a car as it drove on winding roads to comforting music: Love.
I figured that Americans must have been acclimatised to that kind of hyperbole over the years so that nobody blinked an eye at the absurdity and I thought you wouldn’t get away with that in Australia. Australians are just too pragmatic. Too direct. Chrysler is not love, it is a car manufacturer. Continue reading