Whilst we all undeniably crave or need the comfort of some familiarity and continuity in our lives, it’s the unpredictability of each new day and the inherent challenges that I know these will bring that makes me get up each morning. Too much repetition drives me mad. I need perpetual Flux.
Christmas is very much an annual Groundhog Day for me. I find myself eating the same food, seeing the same faces, reading the same Christmas cracker jokes, coming last in the yearly yuletide quiz and regretting my penchant for gluttony at roughly the same time after consuming my weight in Turkey.
Our eyes and ears are bombarded with the same TV show re-runs, the same sickly sweet Christmas tunes and ads that are so disappointingly generic, insipid and mine-numbingly dull that it feels like we have seen them a thousand times before. In fact, I’m pretty sure that half the ads I did see this year were indeed last year’s creations, salvaged from the cutting room floor. The recession is starting to bite it would seem.
Okay, so this may not be appearing on TV screens across the UK for another two days, but watching it this afternoon has helped wake me from my Christmas malaise.
“Sometimes the only one you have to beat is yourself,” booms the voiceover after the climax of the Matrix-esque fight sequences between the Golf designer and his clones.
To me, this beautifully communicates the notion of relentlessly pursuing improvement and progression. Not only is this a mantra that we can all relate to on a very personal level, but it is one that when imbuing VW’s brand essence, successfully conveys their commitment to continuously seeking perfection. It’s amazing quite how powerful the message of discontent with the status quo is.
Merry Christmas to all. Oh, and in case you were wondering, the track is MJ Lan’s remix of Keine Melodien. Rather good dont you think?