Hello Gerber

This is a piece taken from Gerber's add campain known as 'Hello Trouble'.  It does a damn good job of bringing together people, product and setting to reflect the lifestyle of Gerber Knives.  Which is pure badassness.  A knife can be used for so many reasons which makes the target market large.  This is both good and bad for Gerber.  On the plus side they can and do sell a lot of knives.  On the other hand it is probably difficult to convey a single message that can be applied to the wide variety of knife uses. This ad campaign, however, does it.   

 "I see all this potential, and I see squandering. God damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need. We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression. Our Great War's a spiritual war... our Great Depression is our lives. We've all been raised on television to believe that one day we'd all be millionaires, and movie gods, and rock stars. But we won't. And we're slowly learning that fact. And we're very, very pissed off". - Tyler Durden (Brad Pitt) Fight club.  

 This quote was taken from the movie Fight Club.  After recently watching this this film I gained a new perspective on it.  What I once thought was a film about boxing in basements has changed into something much more than that.  The film's story does has lots of fighting, blood, schizophrenic characters, and crude humor, but it is underlying theme is about materialism.  The characters in the film view the world as a slave to advertising, media, meaningless items, and the choice architects that create it all.  I don't know if we are slaves, but I have to agree that we spend a lot of time behind televisions, computer screens, and consuming more than is needed. I know at times that I am at fault of these things.