Okay, here's another one of these "(Stated Value): Pass It On" ads, and while I like their overall concept here for this campaign, this particular TV spot speaks volumes to me, and it's mostly not what they're trying to say. You might want to watch it first, so here it is:
http://www.values.com/inspirational-stories-tv-spots/99-The-Greatest
So now we're all on the same page, at least in what we've seen. And it's a cute little boy, right? Well, this scenario tells me something different than what they seem to want to say. So let's start at the beginning:
He sure gives up quickly, doesn't he? In a baseball game, if he struck out, would he just quit the team and go home, refusing to play again? It kind of seems like it. I'm not sure how optimistic this kid really is, so much as he's unrealistic and unprepared.
Also, the braggadocio is ridiculously out of proportion with his abilities. Is that because of the hippie children's upbringing books, the new school policies where everyone is declared a winner regardless of performance, or does he listen to too much rap music from the 1990s? It just seems to me that maybe he ought to learn how to do stuff before he claims to be the best at it, especially in the whole world. (Baseball is very popular in other countries, so for a kid to have a better chance to really be the best in the world, try a sport that's only played in America. Like maybe {American} Football, or Jackass-type stunts for YouTube.)
I have heard of studies that show our school kids here in America are scoring lower and lower on tests versus the kids from other countries, but apparently they are the most confident of any country's children; and this ad shows me the negative side of that fact: the kid is bombastic but completely incompetent. (I understand this is just supposed to be a cute ad, but this is what I read into it based upon a lot of current cultural stuff here in America, and maybe they ought to think of that before they make their ad. Surely there must be a better manner in which to communicate this idea of passing on optimism! Like maybe his older brother is with him, tells him to practice before he brags, and when the kid looks dejected, his older brother tells him: "Don't worry: with hard work and practice, you really might become the best hitter in the world!" And maybe that could help dispel this immediate gratification thing that seems to be all the rage now but is extremely unrealistic.)
And lastly, the thing this ad makes me think of is not: "Optimism: Pass It On!", it's: "Steroids: Pass 'Em Out!" Because I can't help but think of performance-enhancing drugs these days, what with all the scandals lately, and this ad seems to be showing a kid who needs, shall we say, some "help" to get the abilities he wants to exhibit. (Okay, honestly, this is the first thing I thought of. The rest came afterwards.)
