I find it somewhat stupid that I found out the football World Cup (or soccer as the people who like hand-egg call it) is starting from beer ads. A couple of different brands have advertised their beer with the football World Cup theme with the ads plastered around in supermarkets. Same goes for Pepsi, Coca Cola and their like. Some restaurants have had the World Cup theme in them just to be part of the fad. Other corporate entities do the same thing. I hate it and find it insane and disgusting.
I won’t complain about people being obsessed with something as trivial as football. We all have out favourite distractions and forms of entertainment. It isn’t a bad thing as long as we don’t let it run our lives. I’m not a big fan of football, or sports for that matter, but it would be nice if the World Cup inspired people to do some actual physical exercise, since we increasingly live in a world where we are merely brains in a jar hooked to a computer. Alas, I fear most people who are actually interested in the World Cup merely sit on their asses drinking beer while they watch the game.
However beyond this obvious criticism of how sports, something inherently healthy and active, encourages people to be unhealthy and passive, I have another axe to grind. Why the fuck do we have all of these corporate parasites leeching off of the World Cup, and who do people accept it as natural? What is the point in a beer brand like Blue Girl adding a football theme to their ads during the Cup? If I wanna drink beer I do it regardless of any stupid ad. Beer is pretty nice from time to time. I understand the beer company wants people to drink their particular beer, and not another brand, and thats how our society works, but what I don’t quite accept is why people don’t call out the bullshit. What difference does it make if a piece of paper under my plate in a restaurant has a silly illustration and reference to the World Cup? Does it make the food taste better, does it make it more healthy? Seriously, it’s stupid and just a waste of money. Beyond this being a symptom of the parasitic corporate system trying to come up with new gimmicks to leech more money, it’s a bigger sickness in society.
Our society at large has no purpose, no real identity. We are mere consumers with an attention span of 5 minutes. Searching for the next fad to fill our lives with a sense of purpose and excitement. Or so they want us to see ourselves. This time our religion is the World Cup. After it is over we will feel empty and disappointed. After a few weeks a new fad will come along. Be it a new popular movie like Harry Potter, another sporting event, or a tragedy like a natural catastrophe or a mystery like the Malaysia Airlines Flight 370. We fiddle around it for a while, we cry or laugh, or bitch about it how stupid it is, but still it occupies our minds so we don’t really have to think who we are, what we are doing or what we should be doing. We hop from one festival to another as a society. The only meaning we have when we manage to delude ourselves for a moment that the fad is meaningful. Ultimately though we year for an unconscious existence. As Ian Xel Lungold put it, unconsciousness “mother of all addictions and the father of all suicides”. We want to be unconsciousness and alive just enough to die off gradually.
Some of these fads were carefully scripted to give us more unconsciousness, others just came about and were allowed to continue. A few are pleasant surprises for those on top of our global society.
I have to end this post with a quote from the movie Se7en: “we see a deadly sin on every street corner, in every home, and we tolerate it. We tolerate it because it’s common, it’s trivial. We tolerate it morning, noon, and night. Well, not anymore. I’m setting the example.” The corporate consumerist mindset is not sane in any sense of the word. It disgusts me, and it should disgust every authentic human being.