Mag-lite: Buddha
I can’t pretend that I have any familiarity with the Buddhist population, or their individual senses of humour. Would they laugh at the idea of their revered figure’s light being sourced from a Mag-lite torch. as opposed to some divine inspiration?
I’ll admit, I’m not Buddhist, but even I find the humour in this ad toeing the line of insulting.
Religion has contributed to a range of highs and lows in today’s society. It has the ability to give hope when all seems futile. the ability to unite so many in spite of their differences, and in times of need, even those who are too proud to ask for help can secretly acknowledge their shortcomings.
Yet, religion has also played an insurmountable role in conflict throughout history. This isn’t a debatable theory: religion, people’s reaction to religion, people’s adherence to religion – all have drawn far deeper lines in history than any state borders.
So mocking religious beliefs can have far deeper consequences than were first imagined at the drawing board. The reaction to cartoons of the Prophet Muhammed published in Denmark are well-documented; embassies were closed, riots ran free and many died as a consequence.
It’s always possible that some will appreciate the humour (although that might require better execution than this effort). But the commercialisation of religious iconography is rarely considered amusing by the religious. Plus, should we really applaud creativity if it is disrespectful to another culture? Speaking in the name of advertising should never take precedence over speaking against the name of someone’s religion.
Advertising Agency: DRAFTFCB Caracas, Venezuela
Creative Directors: Macoco Moreira, Carlos Rusconi
Art Director: Francisco Kalatayú Jimenez
Copywriter: Diógenes Méndez
Photographer: Kalatayú
Published: December 2008
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There is a Buddhist quote that says “If you meet the Buddha on the road, kill him.” Buddhism is about re-evaluating assumptions, which this ad falls well in line with. And perhaps some Buddhists may find the ad to be in poor taste, but the strongest negative emotion a Buddhist is likely to feel towards this ad (and its makers) is pity. Pity that someone would walk such a path that needs this mockery and materialism.
Further, as the quote I started with illustrates, Buddhism doesn’t take things so seriously. Unlike some religions which espouse to be The religion of peace, and anyone who disagrees with them or insults them should be killed.
Comment by Sanophale — 11 April, 2009 @ 1:20 am