SubscribeIn any case, these children, lying on the seashore in the summertime, cast long glances at the cloudless blue horizon, drank warm Pepsi-Cola that had been poured into glass bottles in the city of Novorossiisk, and dreamed that someday, the far-way forbidden world from the other side of the ocean would enter their lives.
Ten years passed, and this world began to enter--at first, carefully and with a polite smile, and then more and more confidently. One of its business cards turned out to be a TV ad for Pepsi-Cola--an ad which, as many researchers noted, became a turning point in the entire world's cultural development. The clip compared two monkeys. One drank "regular cola" and as a result became capable of performing certain elementary logical tasks with blocks and sticks. The other drank Pepsi-Cola. Hooting merrily, it drove off in a Jeep in the direction of the sea, arm-in-arm with a pair of young women who evidently didn't give a jot for gender equality (when you're forced to closely interact with monkeys, it's better not to think about such things, because both equality and inequality will be equally soul-crushing).
Upon giving it some thought, it was clear even then that it wasn't about the Pepsi-Cola, but the money with which it was so closely connected. That followed, first, from the classic Freudian association evoked by the product's color, and second, from the logical conclusion that the consumption of Pepsi-Cola allows one to buy expensive cars. But we will not analyze this clip too deeply (although maybe we would have found here the explanation for why the so-called "60s-ers" persist in calling Generation "P" shitsuckers). The only important thing for us is that the ultimate symbol of Generation P became the Jeep-riding monkey.
It was a bit painful to discover what the boys from the Madison Avenue ad agencies thought of their audience, the so-called "target group." But it was hard not to be struck by their profound knowledge of life. Through this ad, the large number of monkeys freezing in Russia were given to understand that it was time to get into Jeeps and come unto the daughters of men.
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posted by mkb at 8:29 AM on March 21