If you live in the USA and watch TV, you’ve probably seen the “Messin’ with Sasquatch” commercials advertising Jack Links Beef Jerky.
But have you ever really thought about the message behind these commercials?
Think about it. Each one has certain common denominators:
- The gentle, unthreatening (nice guy) Sasquatch
- Some major assholes eating the advertiser’s beef jerky
- Said assholes pranking the gentle nice guy
- Said assholes getting their well-deserved comeuppance
I’d have to recall all the commercials (and I generally can’t recall last Tuesday), but I think Sasquatch never eats the jerky (being a gentle, possibly vegetarian soul). Only the asshole jerks eat the jerky.
Just take a look at the most recent version of this:
Yes, I totally get that this is comedy — and slapstick at that — but just put yourself in the shoes of the bride and groom. (It seems pretty clear from their outfits the assholes in question are part of the wedding party.)
Your “friends” just pushed a wild animal into your wedding cake.
As a joke. (In fact, as a cruel joke.)
They just ruined your wedding. Were I the groom (or even just a member of the wedding party), being whipped through the cake by Sasquatch would seem like a loving back rub compared to what I’d do to that asshole.
Not to make a huge thing over a commercial, but our art tends to reflect our social sensibilities, and I find the juxtaposition and implications interesting here. And, to be clear, I’ve enjoyed these commercials (because assholes get their just desserts, and that seems to happen too rarely in life).
It’s just that the equating of assholes and customers of the product is an interesting choice (and they are assholes as demonstrated by their eventual comeuppance). There is also the idea of pranking innocent, gentle creatures as the basis of these commercials.
Generally speaking what happens in these is fairly benign (if anything, I’d like seeing the assholes torn limb from limb), but this last one involves a ruined wedding reception and caught my attention as seeming a bit over the top.