Right now, a trending topic is “Volkswagen commercial” which is about their new Super Bowl commercial. Volkswagen has conveniently released the commercial early so we don't have to spend this Sunday watching men giving each other concussions to see it.
Here's the commercial:
This makes me happy to be part of Generation X. First of all, this is the small window of time when Generation X will have the largest buying power in the consumer market. We are at our highest earning power, which, admittedly, is not impressive, but earnings are all relative, and people are discriminating against the Baby Boomers because of their age, so it's our heyday.
It's also our heyday because Gen X values are front and center. And we're about family. We don't earn as much as Baby Boomers did because we work such fewer hours. We've downsized our careers to take care of our kids. We've taken back the dignity of working part-time. We've deconstructed stay-at-home parenting as a respectful career alternative.
So I love this commercial because it captures the shared experience of Generation X. We like being home to make our kids peanut butter and jelly. You could not sell Baby Boomers with this. They think it's lame to sit in a kitchen waiting for your kid to be hungry. We like having a male breadwinner and we're not afraid to say it.
And we are surrounded by little boys in love with Star Wars.
When we look back, we will see that Gen X redefined family and work. We are the first generation that gave women a choice to do anything they want. So we're the generation that reveals that what women really want is to be with their kids. Maybe not all the time. But more than men. That's for sure.
The woman in the kitchen is not glamorous. She's efficient, self-confident, and she knows what her child needs. She looks like she was vice-president-of-something before she had kids. And she appears to have managed to keep a marriage together, which is something Generation X works harder at than their parents did. (The divorce rate for college-educated white women is now less than 2%.)
The moment at the end of the commercial is so intimate. The father knows his son so well that he can participate in the Darth Vader game that he hasn't even been home to see unfolding. And as a husband he can talk to his wife with a raise of an eyebrow.
The family has a car that is not too expensive, but it does the job. That's what I want from my life: Intimate, fun, and not too expensive. God bless Volkswagen.