Build.com has an ad running on TV just now that is truly
disturbing.
Okay, so I find most current advertising campaigns disturbing
for a range of reasons but this one really promotes a negative approach to life.
This guy is seen in a series of homeowner fix-it situations.
First he has a wobbly ceiling fan and when he contemplates fixing it, his wife
says he should just chuck it and buy a new fan at Build.com. So, then he’s
working on a leaky faucet and again she suggests replacement over repair. The
theme continues, including the stinger at the end in which the now-savvy
homeowner sees a neighbor repairing a path light and suggests – you guessed it –
tossing it in favor of buying a new lamp
from our favorite distributor.
The explicit message is that it’s easier and faster to just
throw away any household item that needs repair.
Forget that this speaks to the worst (largely accurate) image
of Americans as wasteful, lazy over-consumers. Or that the commercials promote
tossing easily repaired items. Forget that many Dads in many corners of the
globe would gladly repair any of those items in exchange for enough food to
feed their kids for just one day.
These are really disgusting ads. Please do not patronize
Build.com. They deserve our censure and in the commercial world, censure means
silent phones and empty in- boxes.
(By the bye, if you want to know how to fix any of these
items, call me. Build.com is not only socially irresponsible, they’re basic
premise is just plain dumb. In every case, fixing the existing item is orders
of magnitude simpler than removing the old and installing the new. If you want ‘faster’
or ‘easier,’ and certainly cheaper, fix the old one.)