Nothing saddens me more than when television reminds me of just how incredibly old I am. One day you are the king of the world and the next day you are a nonsubstative demographic. And there is nothing that makes a Gen Xer feel quite so old as watching a commercial that uses The Pogues to sell minivans.
It wasn’t always this way. For one brief moment (roughly from 1992 to whenever the Spice Girls topped the charts) Gen X actually ruled the pop culture roost. Heck, even later on we still had some market power. We were a small generation but a rather prolific one from an artistic standpoint. Plus we all got rich from the dot com boom (or so the news media would lead you to believe) so we all had money to spend. Now we have all become hockey moms.
I know this sounds as though I am going a little overboard given all this really means is that someone in an ad agency decided the Pogues would make good background music but it is more than that. First of all, as opposed to how Moby songs are always placed in commercials to the point that you don’t recognize the song this commercial literally uses the first two verses of “If I Should Fall From Grace With God” precisely as they were recorded. The song is the focus of the commercial. But, even though it is the focus, there is absolutely no connection between the song and what is happening in the commercial. I’m pretty sure that Shane McGowan did not have little kids playing hockey in mind while writing the song. In fact, other than the use of the word “boys” repeatedly in the song I can’t think of a single connection between the song and the commercial.
No, the real reason they are promoting mini-vans with The Pogues is the simple fact that those of us who listened to The Pogues are now at an age where we need to buy mini-vans. This song was released in 1988, when I was a sophomore in high school. Pretty much anyone who was influenced by this song when it was first released is now seriously thinking about having a roomy third row seat.
Part of me wants to stand up and scream and yell that this isn’t true. That Gen X has not reached the point where we are all going to settle down and live happy little suburban lives. That is not what our generation is about. But then I get to thinking that I will be getting married soon and I will be the last, or at least close to the last, of my high school class to get married. Hell, I’ve probably been lapped in terms of the number of marriages. Thanks to Facebook I know that classmates of mine have kids in high school already. I hate to admit it but if you owned a Pogues cassette tape in high school you probably do need to look into investing in a mini-van right about now.
I’ve always wondered what drives a mid-life crisis. I’ve always assumed that it is the realization that your life is conceivably half over and you haven’t accomplished anything that you set out to do or even come close to becoming the person you envisioned. It might be worse now. Today your midlife crisis is driven by having the cultural of your youth served back to you in order to sell you products for your adulthood. Thirty years from now I am going to hear Nirvana songs used to sell me on retirement property. I’m not sure there is a convertible that I could buy to make that existential ache go away.
So before the song gets inevitably tied to little tykes skating here is The Pogues performing If I Should Fall From Grace With God the way it was meant to be played: raw, raucous and with the unnerving suspicion that Shane is so drunk he cannot see the crowd in front of him.
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