OLD needs a new PR guy.
May 3, 2020 § 2 Comments
This is how PR works. First, make the customer feel bad about what they are which, in this case, is OLD. Then offer a solution to the problem just created: buy our product and you will be YOUNG again!
Which you won’t, but all they have to do is get you to buy the danged thing they are selling and they’ve done their job.
Their pitch begins with dissing OLD: “Misplacing your glasses, keys, and the name of the guy you talk to every day at the park?” Then they dangle a product. “Take this once-daily pill to turn back the clock and make your brain YOUNG again!”
They work OLD-shaming from many angles.
They go after the easy stuff, like appearance. “Does your skin droop? Hate those crow’s feet, those wrinkles? Don’t worry. We have a cream, a face-lift in a jar! Results guaranteed in just five days.” Six days later OLD buys another miracle wrinkle cure.
If OLD hasn’t noticed it is a little less steady, the PR guys will happily point it out. “Afraid of falling now that you’re OLD? We have a clunky piece of not-jewelry to hang around your neck, just press the button and say these magic words, ‘I’ve fallen and I can’t get up!’”
When it comes to the fragility, embarrassment, and the diminishment of physical abilities brought about by age, these guys are relentless. “Can’t get out of a chair? Cook a meal? Tie your shoes? We’ll rent you a helpful, caring, smooth and attractive YOUNG person to do those things for you!”
But these ads, which purport to sum up what it means to be OLD are like characterizing picnics by featuring the flies, the ants, the poison ivy, the mayonnaise that’s gone off, and the 80% chance of rain.
OLD needs a new PR guy, one who has experienced its advantages.
If I were that guy, OLD’s advertisements wouldn’t sell a thing. They would be more like public service announcements highlighting the benefits of OLD.
Congratulations! Because you’re OLD you’ve lost all that unwanted weight!
All right, that was a little deceptive; the weight you’ve lost is not measured in pounds and inches. What you have lost is the weight of self. The YOUNG self is so engorged, so massive, its shadow obscures everything else. YOUNG judges the world in reference to itself. Is this thing good or bad for ME? Other people are just mirrors in which YOUNG assesses the impression it is making. The YOUNG self is a heavy lift.
OLD sees the world much more lucidly and accurately—no big ego obscures the view. OLD travels light and trains its gaze outward.
OLD? Now you have it all!
From the outside, OLD is not all that pretty. But that’s just the outside. OLD is like those Russian nesting dolls. All the selves OLD has ever been are nested inside. The stories run deep and long—they are all in there. OLD is time in a bottle.
You’ve made it! You’re OLD and you’re cool!
OLD has endured every kind of humiliation along the way, OLD has staggered, but kept on walking, and so OLD exhibits the cool of the unflappable. Life has played a series of cruel tricks, inflicted sudden losses. It has proven itself to be unfair, illogical, and quixotic, but OLD has caught on. OLD knows that it can endure almost anything because the hard times pass.
When Life short-sheets OLD, pulls the rug out from under, or leaves a tack on OLD’S chair, OLD stays COOL.
OLD appreciates the good that comes.
When life delivers joy OLD does not take it for granted or feel deserving. OLD is appreciative because OLD knows it could have so easily gone the other way.
OLD knows how to say thanks.
OLD feels gratitude, , and that may be OLD’S deepest wisdom.
Note: I was scrolling through earlier posts and I found one guaranteed to take your mind off the pandemic: John Dillinger’s Dick