There are two DNA ads running at the moment. They illuminate the art of advertising today.
The first is called Testimonial: Livie and it’s for AncestryDNA.com. This is perfect serviceable. And that's a problem.
This gives us a woman, Livie, living a safe, tidy life. Her DNA results come as a revelation. It turns out she is, as she puts it, "everything." She now checks "other."
An entire world opens up, and, and, and Livie checks a new box. Good lord.
This is identity as ornament. This is that girl who cornered you at a party in college to say she is 1/32 Choctaw. This is identity as a cocktail chatter, a party favor, a way of showing how absolutely fascinating you are.
And never mind the hair raising assumptions being made about the difference genetic origins make to who we are. (We love to think they do, but the science is of course stubbornly unromantic on this score. We are made by our upbringing and the culture in place. That "Choctaw difference" makes no identity difference.)
Ok, now have a look at %100 Nicole.
The music! So splendidly wrong and antique and odd. Perfect. This is how we make some of the best culture now. We run things together that don't go together...until they do...sort of, but not quite. These culture meanings deliberately act as what Weinberger might call, to borrow the title of his book, "small pieces loosely joined."
The sunglasses and helmet of the second scene. So completely "what?" Here too the ad maker (in this case Diego Contreras of [or for] Venables Bell and Partners LA) is asking us to pay attention. This is not culture served up according to genre. This is culture flushed out of its conventional categories. We are driven up out of our couch potato stupor to ask the ancient's immortal question "huh?"
In the place of Livie's perfect sitting room, we have Nicole plunged into the world, seizing her DNA connections has an occasion to engage with the world. (Here too, sitting in the background there are troubling assumptions. We hope we are not being asked to assume that Nicole has some essential connection to East Asia or West Africa. Right?) In a more perfect world, we would all travel often and with Nicole's joy to countries and cultures to which we have no DNA "connection." Right?
So many details are arresting. The joy of that dance. The shock of that fiord. The delicacy of soccer. The animation of this actress.
Livie ticks boxes. Nicole embraces life. Livie looks for identity in the old fashioned way, by adding badges to her sleeve. Nicole finds it by taking the world by storm.
Hat's off to the agency in question:
23 and Me
Venables Bell and Partners