I just saw a TV commercial for MassMutual Financial Services. In it a women approaches a street corner on a rainy day, notices the puddle in the road and backs up several steps. Just then, a passing bus soaks the poor fools who did not step back and thereby exhibit what the commercial portrays as "being smart" and "planning ahead."Obviously,the intention was merely to portray a MassMutual financial services customer as someone smart enough to plan ahead. However,what struck me, especially when the women who didn't get soaked walks through the wet bystanders across the street with a smug look of self satisfaction, is that this exemplar of intelligence and savvy chose NOT to recommend to her fellow pedestrians that they also step back.
Am I nitpicking? Probably, but I have little doubt that the folks who wrote the commercial never even considered having the women warn her fellows. For one thing, the swamped bystanders provide a TV friendly stark visual of the difference between smart and dumb, which is key to their message. On the other hand, I also suspect that the subtle "every man for himself" message wouldn't raise an eyebrow among the ad men even if it were pointed out to them.