Sufi Kaur

“Think about it. Why does one eat a snack? Why is a snack necessary? The answer—and we’ve done a million studies on this—is because our lives are filled with tedium and drudgery and endless toil and we need a tiny blip of pleasure to repel the gathering darkness. Thus, we give ourselves a treat. “But here’s the thing,” Periwinkle continues, his eyes all aglow, “even the things we do to break the routine become routine. Even the things we do to escape the sadness of our lives have themselves become sad. What this ad acknowledges is that you’ve been eating all these snacks and yet you are not happy, and you’ve been watching all these shows and yet you still feel lonely, and you’ve been seeing all this news and yet the world makes no sense, and you’ve been playing all these games and yet the melancholy sinks deeper and deeper into you. How do you escape?” “You buy a new chip.” “You buy a missile-shaped chip! That’s the answer. What this ad does is admit something you already deeply suspect and existentially fear: that consumerism is a failure and you will never find any meaning there no matter how much money you spend. So the great challenge for people like me is to convince people like you that the problem is not systemic. It’s not that snacks leave you feeling empty, it’s that you haven’t found the right snack yet. It’s not that TV turns out to be a poor substitute for human connection, it’s that you haven’t found the right show yet. It’s not that politics are hopelessly bankrupt, it’s that you haven’t found the right politician yet. And this ad just comes right out and says it. I swear to god it’s like playing poker against someone who’s showing his cards and yet still bluffing by force of personality.”
― Nathan Hill, The Nix