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.