European leaders prove once again that they have no clue on how to proceed with enlargement, integration and overall identity.
What is America? Who is an American? These are difficult questions that demand a certain level of nuance and a willingness to listen to people with whom you disagree. We often don’t agree, but something tells me that everything will be OK in the long run. When I think of Europe, I’m not so sure. I’ve recently come across two advertisements that have been in the news, both of which capture a certain mood and cultural outlook.
The first is the Chrysler spot entitled “Halftime in America” that ran during the Super Bowl. It features Clint Eastwood (life-long Republican) arguing that even though “division, discord, and blame made it hard to see what lies ahead…after those trials, we all rallied around what was right, and acted as one”. The commercial, in spite of its cheesiness and aggressiveness, has been well received – some Republicans have come out against the ad, claiming that it gives credit to the Obama administration’s auto industry bailout. Also, you can’t get much cooler than Clint Eastwood. Halftime was created by the same company (Wieden+Kennedy) that made a similar and equally famous ad with Eminem for last year’s Super Bowl.
That brings up our next ad, called “Growing Together”, which was released by the European Commission (EC). The ad was taken down almost as quick as it was put up. See if you can spot why.
Where to begin? Did they all make up in the end? Did she defeat them? Does it matter that it’s a woman and a bunch of aggressive non-white men? Are the men foreigners or immigrants? Is the EC rallying support for an invasion of China and India? Does Quentin Tarantino know about this? Is it OK that I find it ridiculously hilarious?
My initial feeling was that it was a hoax, but according to this official statement on the EC’s website, it’s the real deal. Part of me still doesn’t believe that the ad could be real, but assuming that it is, it unintentionally captures the anxiety and awkwardness of European identity as it expands, in spite of it’s already shaky foundation. It’s halftime in America, and in Europe, it’s the halftime show – zing!
At the end of the day though, these are just two commercials. Europe’s road ahead is much more challenging than America’s because the latter is already a politically integrated entity. It’s unfair to use these commercials, or any others as exemplars of American or European culture. On the one hand, it’s easy and fun to jokingly poke across the Atlantic, but on the other, I think a bigger and more integrated Europe is in everyone’s interest – if only the EC could figure out better ways to market it.