Basic instincts and the meaning of life
I recently spotted an interesting proposal on a Diesel store front: “Be stupid.” Intrigued, I read the two connecting billboards: “Smart has the brains. Stupid has the balls.” and “Smart listens to the head. Stupid listens to the heart.” Of course, it is hardly the first time we see the call for “gut” thinking” in stead of “brain” thinking and we all know that as metaphors for courage, balls and guts are all parts in the same horror movie.
Another cry for the supremacy of basic instincts rises from the depths of the Cult commercials: “Party now – Apologize later.” A seated man holds the head of a young woman close to the aforementioned balls whilst looking the spectator in the eye with a sober look. The girl, however, looks utterly drunk in a diagonal approach to his membrum virile, as if she had fallen over and happened to land her head on the thing. Once down and greated by a welcoming yet sustaining hand, the girl seems to have thought, “What the hell, now that I am down here…”