Years ago, someone said to me that everyone needs someone to look up to – but more importantly, look down on.
They didn’t mean it in terms of specific individuals – though that happens as well – they were talking about whole regions, cultures and nationalities.
For example …
The English look down on the Welsh.
The Americans look down on the Mexicans.
The French look down on everyone.
However it can get much more specific than that …
People from southern parts of England often look “down” on people from the northern parts of England who look down on anyone from a particular city within northern England – like Liverpool or Newcastle – who look down on the Scots who look down on anyone from Indian or Pakistani communities who look down on anyone from Eastern Europe who look down on … well, you get the idea and it happens in pretty much every country/city around the World.
OK, I’m being incredibly generalistic so please don’t take me too literally or seriously … however the people who think/act in this way – of which there are many – adopt this attitude because it helps them justify their own situation and/or lack of achievement … in other words, it’s a byproduct of their inherent prejudice, ignorance and fear.
Adland could play a part in changing this however they either turn it into a joke which in their mind, somehow makes it all OK or – like Benetton – they exploit it in an attempt to gain eyeballs to their fucking garish jumpers.
I genuinely believe adland can play a significant part in making society better – or at least help give greater appreciation and understanding – however given the way the industry constantly seeks to smear pretty much everyone else within the industry, it’s no surprise trying to make things better is the exception rather than the rule so until human nature changes, here are some posters that help highlight the stupidity of our prejudiced society.