Here’s the long form of a new ad for Windows (and PCs in general). The point, I think, is that these two products can link up everyone in the world, no matter where they’re from:

 

But seriously? Ugh. This little film encapsulates two things that drive me crazy:

(1) Jerry Seinfeld’s transformation into a smug jerkwad

(2) The perpetual (and increasingly intense) assumption that people would give anything to be around celebrities. 

More importantly, though, this ad contradicts its own message.

Because… really. While it’s supposed to be selling the idea of connectivity, this film-lette only reinforces the notion that wealth and fame push people into a bizarre universe that “normal folk” can never understand. We’re presented with that message over and over, as Jerry Seinfeld and Bill Gates keep clashing with their suburban hosts. Jerry even chastises Bill for assuming that life among regular people would ever be possible.

And it’s not like Jerry and Bill are demanding gold in their toothpaste. It’s the normal people who don’t know how to respect the famous folk. Everyone keeps asking Jerry for financial advice and invading his private space. Family members go insane trying to keep each other out of the wine-infused mustard… the kind that only rich folk get to eat. Meanwhile, Bill and Jerry are helpful, considerate, and friendly.

And the reason Bill and Jerry get kicked out of the house? Because the suburban daughter hates them for taking over her room. It comes across like the celebs are the victims in every situation, even though they’re nobly trying to sell PCs to the needy public.

Good Lord. I’m over it. I’m over ironic humor about how special fame is. I’m over the smarmy tone in some comedy that implies we the audience should be grateful to look into the lives of the rich and well-known. 

Because… and hear me out… this kind of humor just solidifies the class divide. It tells millions of people they should perceive themselves as lesser because they aren’t in a particular fame-based or economic elite. In a film like this, the joke is ultimately on anyone who isn’t as successful, rich, and powerful as Bill Gates and Jerry Seinfeld. The joke is that they can escape suburbia after selling us stuff, but the rest of us are trapped there.

Rrrgh! This makes me mad. Economic status isn’t an indicator of personal worth, but if this commercial acknowledged that, then we wouldn’t feel like we had to buy a damn computer to improve our stations in life.