Nokia ad: “be yourself and do it in style”

Another outdoors advertisement, shot already a few months ago in Amsterdam. The ad says “Who do I want to be today?”. Options are: kroegtijger (don’t know how to translate this, binge drinker or bar fly is a bit too negative), fashionista, paparazza, night butterfly, supermodel. All very much consumer identities. All identities that are mediatized. All ‘global’ identities, that is, recognizable in many different cultural contexts. And all identities in which the mobile phone can be an aid in the pretense to be one of these, to play a role, as if… The ad plays upon the idea of wearable identities: identity as a jacket that you put on or off.

Nokia ad “be yourself”

(click to enlarge)

Also, Nokia can be added to the long list of corporations who think we should “be yourself, and do it in style”. The imperative to be yourself paradoxically is a pressure nowadays from which there is no escape…



Leave a Reply