Comcast Commercial - “Speeding forward, future hopping, always dreaming never stopping…” - Analysis

Comcast has made some of the best commercials I've ever seen. They are all hella dope. Here's a lil analysis of those bright, fun, entertaining commercials. Peep


Any new medium both enhances and eliminates some sensory experience– no doubt certain aspect of nature become accessible to us through film and TV, while others are inadvertently cut off. BBC’s Planet Earth series, for example, takes us places we can never go, or allows us to see animals we’ll never know intimately. Or Winged Migration can show us birds’ “umwelt” (selfworld) in a way that we may never know (unless we become a shaman, that is). This is an over simplification of a much larger argument, but suffice to say, the natural sublime can be present in some kinds of media.

With that said, I now want to take a closer look at Comcast’s “Dream Big” ad campaign (the first is posted here, to see the others you can click on the YouTube playlist I created with examples). Like the IMAX Website, it promises more and better of everything (the jingle chimes,”Speeding forward, future hopping, always dreaming never stopping…”).

The ad presents a veritable Christmas morning of sensory delight in which we can live out our fantasy of perpetual childhood. Mind you, there is nothing wrong with being childish, but as ecopsychologist Paul Shepard points out in Nature and Madness, our culture is traumatized because we are wired for rites of passage involving communication with nature, without which our “ontogenesis”–growth pattern– is corrupted.

In other words, because of our increasingly deeper disconnection with the natural world, we never fully grow up and mature the way that our biology intends. Look around, and you will see the disastrous consequences of this kind highly addictive personality disorder.

Rather than have a healthy, nurturing relationship with our natural world “parent,” we run around the globe like five-year-olds with M-16s gulping as much oil as possible, even if we choke on it. I use the royal “we” of course. Most of us, I presume, would not choose this mode of life if given a choice or were properly aware of our options. Yet, here we are.

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