A Cultural Shif - Ooo Something Shiny!

His Holy Bobness.

Bob Dylan said it best: "The times they are a-changin'." That no doubt is the simple truth these days. America, and for that matter the world, is embarking on a dramatic cultural shift. Take a look around you. Listen to the sounds you're hearing. Really taste the foods you are ingesting. Who's behind it? None other than Generation Y - the millennials, generation next, the echo boomers. But what does this shift say about the generation who is seemingly taking over? Are we a batch of misfits with short attention who are saturating the media channels with our randomness? Or are these difficult times spawning change for simplicity's sake and in turn rallys the people to come together? I say yes to both.

With looks like these, you'll buy anything from them.

Isaiah Mustafa, AKA "The Old Spice Guy." Everybody knows these commercials, and for the most part loves them. Following the Old Spice success, Dairy Queen and more recently Edge Shave Gel (which incidentally uses the same actor, with the latter sans-moustache) use the same type of odd-ball, unique humor. The main speaker's debonair stance and soothing baritone in both commercials put the viewer at ease, readying them for the comical bombardment that's headed their way. These adverts without a doubt get a room full of chuckles, but I wouldn't they also get a few scratching heads. This type of humor is pandering more towards the younger crowd. Those perhaps raised on Ritalin, and who are currently living in the "Give It To Me Now" society, but more on that in a bit.

The newest Starbucks Frappaccino commercials follow the same sort of quick, 2-second visual burst formulas as the aforementioned videos, but without an anchored spokesperson. This time around, the focus is more on close-up macro shots and brightly portraiture styled actors sprinkled with simple and modern graphics. The same can be said for the York Peppermint Patty commercials. Macro short-burst video has been popular for a while now, and I attribute a lot to Showtime's Dexter, which came out the stunning and award-winning opening title sequence back in 2006. Be sure to watch in 720p if possible.

The television and cinema comedy world has also taken a turn. To this I attribute Steve Carrell as the leading forerunner. His movie "The 40-year Old Virgin" ushered in a new twist on comedy, making it more accessible. As opposed to simpleton farce and Stooges-era slapstick, this brand of comedy is more of the situational type, albeit sometimes a little extreme, but nonetheless. Also his show "The Office" beckons a more loosely based reality show, but heavy on the jokes and one-liners. Audiences perhaps tired of laugh-tracks and easy to follow plot lines, and upgraded to improvisational less predictable shows. "Parks and Recreation" also follows the same sort of style as "The Office" and both are tremendous hits.

Au naturale baby!

Now shifting to a more tangible area. The food world is also seeing a movement. While it might not be directed to a younger generation, the holistic and all natural organic food scene is designed more or less to make you "younger" (read: not old and crusty and unhealthy). It seems everyone is jumping on the natural train from big restaurants to fast food chains offering "healthier" food items. Farmer's markets are popping up everywhere, and supporting the local farmer has never been more popular. Over-processed and quick & easy foods are out the window. These days people want to know what's going in their food, and actually know what it is; no more guessing what dehydrated oxyriboflavinoid color #17 really is and how it's affecting your health. The simpler, and tastier, the better.
Like it or not, it's hard to ignore these changes. A new era is upon us. The younger generation is making their way into the corporate offices slowly but surely and they are making changes. Call it weird or different, or even a fad, but these new tendencies are just the tip of the iceberg. America is on a new track, and it's for the better. Simplicity and humor make for a lighter atmosphere and can lift spirits. Embrace the changes surrounding you, and take it all in, because we know it's going to change again sooner or later, but hopefully building on the foundation of new-found clarity of consciousness and the vividness of dreaming bigger for a brighter future.
Be well,