The Musings Of An Opinionated Sod [Help Me Grow!]

Cream Cakes.
Carpet Stores.
Digital Watches.
Stranger Danger Campaigns.

Maybe they’re still happening and I don’t know it because I don’t watch much TV … but given I work in the industry and I don’t hear about them – let alone see them – it does feel they are campaigns of a bygone age.

But of all these category of ads, one that is burned into my mind is Smash.

Smash was a mashed potato brand.

It came in a packet and by adding boiling water and stiring vigourously, you’d get masses of creamy mash.

The original ‘fast food’.

This approach to food prep was space-age technology back in the day … which is why the ads featured alien robots who were so impressed with the technological advancement that Smash represented, they chose not to invade Earth because they felt they couldn’t compete with our innovation, despite the fact the humans they had been secretly watching were – to put it lightly – thick as shit, given their traditional choice for mashing spuds.

But as you can tell, it was all most definitely tongue in cheek, however – as demonstrated by the fact I am writing about them decades later – the alien robots soon became iconic in British society.

Still are in fact. At least for people of a certain age.

But despite this – and despite being 54 years of age – I’ve never eaten Smash.

Not knowingly, at least.

Not because I don’t like it or don’t like the idea of it … but because my parents never allowed it in the house.

Just to be clear, it wasn’t because they were against such manufactured ‘convenience’ food – we used to eat Angel Delight for fucks sake – but because compared to boiling some spuds and mashing them, it was too expensive.

I say all this because recently I walked past a Prada store and saw this.

Now I am sure they didn’t intend to create the ‘luxury version’ of the Smash alien robots, but they’ve created the luxury version of the Smash alien robots!!!

And while this decision could open a lot of conversations about a lot of different subjects – from the changing definition of luxury, the influence of nostalgia, generational creativity and the overall decline in the quest for originality – the biggest thing it did for me was prove my parents were right in believing SMASH is an expensive indulgence for people who want to short-cut their way to satisfaction rather than earning it.

Or something like that. Probably without the judgement on the character, motivations and aspirations of those who would bung it on their evening meal plate.

Still would give my left arm to eat some.

Which is why Prada would probably be disappointed to learn that their ‘robots’ have made hungrier to eat SMASH mashed potato than to buy and wear their clothes. Or worse … anyone seen wearing a Prada coat can be called a ‘Jacket Potato’.

In terms of branding disasters, that has to be up there with these classic [bull]shitshows.