Sunday, April 11, 2010

Evian Takes our Obsession with Youth to the Next Level

Have you seen this commercial for Evian featuring the 'roller babies'?

Not only do I find the manipulated images of babies insanely creepy, this commercial also exemplifies our society's obsession with youth. Evian's new tag line is "Live Young," and the commercial claims that Evian "supports your body's youth." There's a bullshit marketing line if I ever heard one!

Anyhow, I suppose this post isn't particularly feminist... but I just felt the need to rant. This commercial seems fairly innocent and fun if you don't scrape past the surface, but I think Evian has really taken our obsession with youth to a new level here. Yes, I know it's just supposed to be silly and funny... but the message behind this is that drinking bottled water (which is an environmental atrocity) keeps us young. And in a society like ours that worships youth, a lot of people will believe anything advertisers say in their efforts to keep looking young.

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