It’s like The Wonder Years, except slimier
Lately, Ameriprise, a financial services company, has been running a series of irritating commercials aimed squarely at the baby boomer demographic.
The spots feature grainy, 60s- and 70s-era home video footage (fake?) of young people being young. They dance in decade-specific garb, sport ridiculous hairstyles and ride motorcyles (because that's what you did back then). Halfway through the longest commercial, entitled "Back Then," it switches to the present day, with average-to-good-looking fiftysomethings kayaking, swinging at baseballs, rollerskating with teenagers and going on safaris (because that's what they do now). All the while, a narrator says "a generation as unique as this needs a new generation of personal financial planning."
While this commercial is indeed ass-kissy and vexing in its own right, the worst commercial is the one entitled "Meaningful Relationship," which features similar stock footage, this time of nuzzling lovebirds with narration saying that "you're a generation that gave new meaning to the meaningful relationship."
Blah, blah, blah, buy something from Ameriprise.
It's all really condescending and irksome, and I'm not even the one being talked down to.
In thirty years, I'm looking forward to seeing similar pieces of nostalgia: in the eighties you see kids watching The Smurfs while wearing pajamas with feet; in the nineties you've got greasy-haired, flannel-wearing teens trying to form guitar chords; in the 2000s you have people amazed at the novelty of the blogosphere; and in the 2010s you have thirtysomethings revelling in the newfound economic stability of the first term of the Obama/Affleck administration.
4 comments May 23rd, 2006

