It almost never fails that someone, at some point in a conversation with me, if we talk long enough, will ask, “Have you seen that one commercial?” No.  I haven’t. I don’t watch commercials. I don’t understand why anyone wants to talk about advertising if they don’t work in the world of marketing.  Boggles my mind, and I have to make a real effort not to chastise someone when a commercial is brought up in conversation.

Okay, wait, I get that commercials can be short and entertaining, sometimes showing with a bit of humor, but none of that creates a want in me to purposefully watch one, and I truly do not want to talk about them while out in public because, ultimately, all commercials are really just trying to get me to buy something I already know I don’t want and I don’t want to push that sale on someone else.  But that’s not what bothers me most about the situation when I find myself in it.  What bothers me most is that these people find commercials interesting enough to talk about with strangers.

Hugh MacLeod has this thing he calls the Social Object. “The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” It drives me crazy that I appear to others as someone who views the commercial as a Social Object, the thing I would want to talk about with you rather than someone else.  It’s a pretty safe bet that, if you’re talking about television commercials, I don’t want to talk with you at all.  A Social Object can be anything we know about that would be easy to understand and interesting to talk about that is not seen on TV, like a park down the street where I play Frisbee from time to time. Maybe it’s been seen it in a commercial somewhere.

I’m usually not too picky when it comes to strangers talking about whatever, and I’m almost always willing to listen except when the topic turns to commercials on TV.  Let’s, the next time we bump into each other, talk about the weather.

Commercials as Social Objects was first posted to justinll.com on March 24, 2008.