So I was reading a business mag [I know, I know] and saw this …
In some ways, I am kind of impressed that a company would be so blatant in its ‘greed is good’ approach.
Let’s be honest, most brands – even super luxury brands – kind of steer away from talking about cash so literally.
Instead, they use words like ‘exclusivity’ or ‘precious’ or ‘craftsmanship’.
I get why …
Not because they think talking about money is vulgar, but because they’re scared if they put a price against their brand, a competitor could say “we are even more expensive than them”.
Yep, that’s the kind-of fucked-up world we live in.
So when I saw this ad, I have to say it grabbed my attention by it’s sheer confidence/arrogance.
It’s an ad for the ambitious. The hungry. The never satisfied.
It’s an ad for those who want to change the World and get reap the rewards of it.
Or that’s what they’d like to convince themselves it is.
In reality, it’s an ad for the sort of guys who don’t give a shit about others.
The types who fuck others over and think that by saying “it’s just business”, it relinquishes them from all blame.
The people who believe money defines who they are and who others are.
The folks who say they want to change the World but really mean want to change their world.
There’s probably millions of these people out there.
They probably now hold ExcelAir in the highest of esteem.
I kind of admire that.
I kind of admire the balls of ExcelAir to ignore the sensitivity of the times and just go for it.
But I’d still rather shit in my hands and clap.
Especially when it’s delivered in an ad that looks like Stevie Wonder art-directed it.