Yesterday I saw a commercial for Starbucks DoubleShot Coffee Drink—a concentrated drink in a mini-can that is marketed for a serious energy boost high. I guess it's been playing all summer, but I saw it for the first time yesterday and I'm still disturbed by it.
So the commercial goes like this:
The sun comes up over a city skyline. An actor in a suit and tie stands in front of an office building and cracks open a can of DoubleShot. As soon as he takes a drink, he begins a cadence chant and is immediately accompanied by other office workers. The chant goes like this:
I will make today the day
I will make today the day
Tell success I'm on my way
Tell success I'm on my way
There aint no ounce of doubt in me
Cause I move the economy
Who da man?
You da man
Who da man?
You da man
So? It may seem harmless, you know, a nice commercial about a guy excited about taking on his day and the "little help" he gets to turn him into a lean mean corporate machine. What's the big deal?
The big deal is that people will easily buy into this mentality. The song is really catchy (as it's supposed to be) and I can sure see how the average Joe could crack open a can and begin the fun little chant inside his own head, with a little more pep in his step.
Again, so?
So, they make it really easy and attractive for us to say to ourselves, "That's it! That's what I need! I've been unhappy and sluggish at work, all I need is this powerful drink in a little can and I will take on the day and be on my way to success! If these people in the commercial can look so happy, confident and fierce going to work, then so can I!"
And most of us will try it at some point as we cling to the idea that we are supposed to want success. We're supposed to want to climb the ladder and take every corporate bull by the horns. And what happens when we don't have the energy or drive to succeed or put in our time in depressing cubicle land? Well we're supposed to chug a magical caffeinated elixir to fix our "motivational problem".
We're becoming a society who is hopped up on caffeine and energy drinks to keep us going and keep that midnight oil burning. They have even placed energy drink vending machines outside the local Home Depot. And ever notice that the commercials you see on TV are becoming more and more littered with ads for sleep aid drugs? It's because we're so stressed out and wired during the day that of course we're having problems sleeping. And we need a drug to fix it.
So say you do perform better with high levels of caffeine in your system—who wouldn't? A few things are likely to happen: 1) You'll become a real tiger at work but will become a slave to extreme levels of caffeine to keep up the charade. Or 2) The promises of caffeinated success will fall flat and you'll become depressed (or even more depressed than you were) because you're still not seeing "success" even though you crack open a can of double espresso every morning. Or 3) A little of both. You'll be more socially alert and productive at work, but you'll ultimately become depressed and confused because the "successful" person you have now become isn't you—it's you on caffeine.
Which one do you think Starbucks prefers that you become? I suspect they don't care so long as you're buying.
(To see the commercial click the link below, then click on "Make Today the Day" and then click on the computer screen where it says "Watch the TV Ad".)
Dharmadee(09/20/2006)
I absolutely hate this ad. It is obvious that they are successfully marketing to the corporate drones that line up ever day at my office, all anxious to hand over $5.00 for that oh-so-special paper cup, and all suited up in identical outfits. Obviously, "success" means being part of a faceless and hyper-energetic army of worker bees, all holding the appropriate status symbol coffee cup. Pathetic.
Freedomringer(09/21/2006)
This is capitalism at its best! You are not good enough on your own, you need product X, to make you more desirable, sexy and confident. Commercialism is all about selling you, your short comings and buying the product that will fill in the gaping whole inside of you. Needless to say, it works for about five min. and then you are back to your old self. However beware, dissent is not accepted and you will be punished for it by the masses that have been brainwashed by all the crap seen on TV. Stupid Monkeys!
SouthernProgrammer(09/21/2006)
Mark my words, you heard it here first. One day the lawyers will go after the soft drink manufacturers because they are manipulating caffeine levels. They will do so to make up for revenue lost after the cigarette lawsuits.
the cynic(09/21/2006)
That commercial is SO F@@@ annoying!! Similarly annoying was that one (I think it was Starbucks too) that was to the tune of REO Speedwagon's (I think) Eye of the Tiger: Glenn is the guy, going to work, wear his suit take his chances, so that someday he just might become....Supervisor....Glenn, glenn glenn glenn, glenn glenn glenn,...blah blah blah..."
twiz(09/21/2006)
OMG. Funny thing is I work with a few of these coffee commandos. My cube neighbor downs about 4-5 cups a day and is always talking about how they worked on this or that the NIGHT before. Then you get the emails... 8pm... 9pm... YES, WE GET IT... YOU ARE A LOSER WHO WORKS EXTRA HOURS AT NIGHT. And then all morning I hear about how they couldn't sleep. A twisted cycle.
avid reader(09/21/2006)
There is a super obnoxious girl who sits three doors down from me who drinks those Rock Star drinks all day (at least it seems like all day) and she just won't sit still. We've made comments to her about laying off of it, and she has said how much better she feels drinking them and how much worse she feels if she doesn't get her "buzz on" as she says. Speaking of which, has anyone heard about this new energy drink they're offering in night clubs now? I read it about it this week. It's called "Cocaine". Seriously. And from what I read it's even suposed to simulate some numbing sensation you get when use cocaine. Unbelieveable!!! Is this what we're accepting in society now? Drinks that hype you up and mimic illegal drugs...? WTF? SouthernProgrammer, is that true? Soft drinks have higher levels of caffeine now too? Like Coca-cola? OR were you talking more like Mountain Dew?
avid reader(09/21/2006)
Here, I found a link that talks about the Cocaine drink in the New York Post: http://www.nypost.com/news/nationalnews/latest_buzz_is_in_a_can_nationalnews_elizabeth_wolff.htm
who cares?(09/22/2006)
You are all just taking the ad WAAAYY too seriously.... lighten up, the smoke from your neighbor's cig or your hairspray will kill you sooner than a little LEGAL caffeine. It's unfortunate you all have caffeine zombie stories, but IT'S. JUST. AN. ADVERTISEMENT.
avid reader(09/22/2006)
Who cares: I respect your opinion and do come from the life is short school of thinking, but saying it's just an advertisment stops short of realizing the POWER of advertising and how things like the media and marketing consistently shape the world we live in. If these images flash before our eyes on a regular basis, we just accept them as fact and don't even realize how much we internalize them. Second hand cigarette smoke will kill me long before my neighbor's pyscho caffeine habit, yeah. But does that mean I shouldn't get annoyed with the whole hyped up lifestyle that's being encouraged and condoned by corporate crackheads to increase productivity and give me another outlet to spend my dough? Only if I don't stop and THINK.
I really do care(09/22/2006)
avid reader: you're obviously more intelligent than the people to whom the majority of all advertising is directed. i agree with you also. it's humorous that people still buy into that "lifestyle" that went out by way of the late 80's. however, marketers are becoming more sophisticated and realize that one size does not fit all and thus are targeting specific "lifestyles" to see what will sell to whom. the smartest thing for me to do personally is to see it all as silly entertainment. I wonder what Frank Zappa would say if he were still alive...
Dharmadee(09/22/2006)
Who Cares...this is not about the extra jolt of caffeine. I like coffee myself, and brew a pot every day. It is about the brainwashing they are using, to literally drill it into our heads that our SUCCESS in life depends on it. Not just on the caffeine either-success depends on looking,acting and sounding exactly like everybody else, and that in order to keep up with the hectic pace of life that society is throwing at you on a daily basis, you must kick up your energy a notch, any way that you can. Another thing about that commercial that is terribly anoying and possibly subliminal: the catchy little "tune" that they are singing is actually an army "drill" song. (SOUND off, one, two, SOUND off, three, four, SOUND off, one two--three four!). Being in the army is one thing, but no, I do not want my life to be a DRILL, thank you very much. When I was a kid, they had a commercial with a song, for a caffeinated beverage, and I guess I am missing those good, old days...(I'd like to teach the world to sing...) Yes, it was about togetherness, and being part of the "in" crowd-but at least we were not thinking about marching like hyper-active cattle in the middle of the street.
Who cares? I really do care...(09/25/2006)
Dharmadee -- wow, synchronicity! Yesterday I was thinking the exact same thing you mentioned. Starbucks would do better to brand their company by showing a family *together* enjoying the coffee versus a militant group of business zombies... You're right, and I get it... And I remember and love the commercial you refer to, so I'm *gasp* as old as you :-) I too have to utilize caffeine on a daily basis as I have a four-month old son that has yet to learn to sleep through the night.
SouthernProgrammer(10/02/2006)
> WTF? SouthernProgrammer, is that true? Soft drinks have higher levels of caffeine now too? Like Coca-cola? OR were you talking more like Mountain Dew? > Mt Dew has the highest level of caffeine surpassed only by Jolt Cola. And I can quit anytime I want! Just after this next 20OZ bottle, and STAY AWAY from my stash and no-one gets hurt.. In all honesty, google on MT DEW ADDICTION and you will see people have a real problem. Not me! Nope! (guzzle) not me at all... Again - Expect a law suit in the future against Pepsi-Co or Coke. (JMO)
Dharmadee(10/02/2006)
More synchronicity! That stupid "Make today the day" commercial came on, when my son (20) was watching, and he said, "Don't these people realize that caffeine is a highly addictive substance? They keep up this cr*p, and it will wind up being banned altogether." Thanks Starbucks, for going over the top, and taking a good thing too far. Ain't it always the way?
Victoria(10/08/2006)
Man, what a sick society! Whatever happened to the sense of autonomy and personal peace of mind? That's the only way we end up being "productive" anyway. - I know lots of friends that are using Red Bull for this "energy high". Scary. - You push too hard and you can end up with actual psychosis. - No kidding.
avid reader(10/08/2006)
I've been thinking about this a lot lately and noticing it being pushed more and more. It's starting to get me pretty riled up and pissed off that we're being manipulated into becoming an army of hyped up people. I think the pyschosis is a good point and the truth. I still drink caffeine (couldn't function without it---what does that right there say?) but I have already begun cutting back and hopefully will go all off in the coming months.
Dharmadee(10/09/2006)
Avid reader - While I understand your concern about caffeine, in terms of your personal health, that is not what really concerns me. If it was not about pushing caffeine, it would be somethng else. The underlying message is that, regardless of the technique that is used, the aim is to create a nameless, facelss group of tireless drones, to fuel the corporation's success - not any individual's. And for that tireless dedication to the corporate interest, my friends, you WILL receive a gold watch. IF you are lucky, and get to keep the job before they downsize you. WAKE UP, PEOPLE!!! It is not the caffeine, it is "corporate greed" that is killing us.
JobSchmobber Community Comments
C - - (09/20/2006)
Tried to kick the caffeine habit completely and everything felt different and weird. I had no idea caffeine was so addictive until I had to stop drinking it.
The sun comes up over a city skyline. An actor in a suit and tie stands in front of an office building and cracks open a can of DoubleShot. As soon as he takes a drink, he begins a cadence chant and is immediately accompanied by other office workers. The chant goes like this:
So, they make it really easy and attractive for us to say to ourselves, "That's it! That's what I need! I've been unhappy and sluggish at work, all I need is this powerful drink in a little can and I will take on the day and be on my way to success! If these people in the commercial can look so happy, confident and fierce going to work, then so can I!"
So say you do perform better with high levels of caffeine in your system—who wouldn't? A few things are likely to happen: 1) You'll become a real tiger at work but will become a slave to extreme levels of caffeine to keep up the charade. Or 2) The promises of caffeinated success will fall flat and you'll become depressed (or even more depressed than you were) because you're still not seeing "success" even though you crack open a can of double espresso every morning. Or 3) A little of both. You'll be more socially alert and productive at work, but you'll ultimately become depressed and confused because the "successful" person you have now become isn't you—it's you on caffeine.
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