“After missing 24 hours of sleep.
After speaking 4 languages without knowing any of them.
After being smudged with lipstick by people you’ve never seen before.
After losing my voice.
After sweating liquids of every kind.
After waking up in places I don’t know how to get to.
After mistaking moths for butterflies.
After seeing more dawns than sunsets.
After all, no regrets.”
A sure thing about Carrera’s 2011 campaign is that it immediately catches your eye (I found myself paralized, unable to articulate for one minute). To some, the londonesque, party aftermath setting may seem scandalous, outrageous and decadent. I’m pretty sure my father or my mother, or any other concerned parent may say with a disapproving scowl: “Has it come down to this?”. It may seem that the video is telling young people, “go out there, party hard, drink even harder, drink some more, sleep around and pass out. And in the morning when you wake up not knowing where you are, what you did or who your with, take out your Carrera sunglasses and go do your walk of shame”.
But there’s more to this ad than what meets the eye. There is a message. An empowering one. Indulge, live, be free. Of course the brand had to make a visual impact in order to deliver. A girl treating herself to a slice of red velvet cake while wearing sunglasses (great for Betty Crocker. Lucille Ball look-alike in cat eye shades, perfect.) can’t even begin to compare to the picture of an unrestrained, hedonistic, rampant youth, eager to eat the world.
“Eat the sun” is what the genetically blessed, blonde hunk writes on the mirror in the end. It’s an invitation to live with intensity, to make every breath worth it. To leave the worrying and stressing behind. To not having a care in the world. For a future free of “what ifs”. Yes, they are trying to sell us their product, but they are also giving us a motto to live by. Don’t sit around and watch life pass you by.
If you only see a display of total debauchery, cheap skanks and and libertines, if you don’t get the deeper sense, and if you don’t approve, go buy Ray-Ban. Because in order to pursue happiness you just have to live and let live.