We Know – You Don’t!*

Did you know that to be “employed” or to be seeking “employment” is not really in your best interests?

If you break the word “employment” down into its three parts you get a definition that leads to another conclusion: First there is the prefix “em” (same as “en”) which means to “be within.” Then at the end of the word there is the suffix “ment,” which is to be “within the action” of the attached noun subject. And then you have at the core of the word combination, “ploy.”

Ploy by its own definition is:

n. An action calculated to frustrate an opponent or gain an advantage indirectly or deviously; a maneuver: “A typical ploy is to feign illness, procure medicine, then sell it on the black market” (Jill Smolowe). – Definition courtesy of The American Heritage® Dictionary.

So as far as this breakdown of the word employment is concerned, I am definitely not seeking to be frustrated by a calculated opponent in 2007 or as so many others who are seeking financial change utter – employment by an employer!

Now I know that there are a few nerd faces out there, who may argue that this is not what the origin of the word really means (go ahead be troll – who frakking cares!). But for all you metaphysicians and copy writers out there who understand that vibration intones realties and subsequent actions; employment, self or otherwise, will never give you a smooth ride. Perhaps that’s why it’s law that they give you financial compensation and a health plan for your aggravated time.

Here’s to being something… something… in 2007 that gives you tons of money and plenty of free time!

I rarely do this… report on things rather than give you original thought – well maybe. But here you go, here’s the link to the new Volvo C30 site dubbed Free Will. It’s a very interesting new campaign that executes itself, in my opinion, incredibly well. I actually spent close to two hours clicking every button and exploring every experience and story arc. – I never do that

The marketing has been handled by Euro RSCG Fuel, London, to showcase the new Volvo C30. The unique theme and approach is called a “product of free will.” You decide if you love it or hate it.

What’s tasteful about the initiative is that there’s never any sort of overt pitch, just ingenious plays upon the take it or leave it theme as well as a host of funny interactive games and animations all with the voice over tag: “That’s one opinion. What’s yours?” The site also includes very interactive video explorations of the car itself.

As far as Flash based websites go – it’s one of the best. No head –bashing loading lag and no over-clocking of my computers CPU to make it all flow seamlessly. Yes, finally! I often find that a rare experience where Flash is concerned – and no! I don’t need more RAM.

According to AdAge.com this site was created for the European market first and will have a similar American counterpart coming later in the year. I’m hoping that the North American experience will include a place for web visitors to add their opinion of the car and that the best of these verbal contributions will be woven into future adverts, either televised or web based.

The product is undeniably solid and hopefully will accommodate sustainability heads that will want to run it on Bio-diesel. With that fearlessness in place, there is no need for Volvo to over-protect the brand or product image – and they don’t. You the consumer have always decided the worth of brand image anyways; no amount of well-crafted copy can ever change that.

As well, the effort doesn’t play the design approach of “we know that you know, savvy citizen that advertising is an attempt to manipulate you – say like a Sprite “Obey your thirst” campaign. It rides a clear middle path of presentation that’s entertaining where ultimately you just have use your – free will.

P.S. I want one – but I don’t think I fit it on my Amazon wish list!