Contest Entry: Chicago Metropolitan Mutual Assurance Company (1965)

[pikkewyntjie.livejournal.com]

I don't get what they're fighting about or the message the company is trying to convey, but the kid standing up might want to be mindful of his groin. 
I wondered if this ad might have been part of series, but I could never find any evidence of that. From what I can tell, the company ran only one ad a year for several years. This one ran in Ebony for a few years beginning in 1960, but usually as a half-page ad. The one from 1959 is unrelated to this one and is too boring to post as it just shows the front of the building, but it does feature a nice family of floating heads. Later ads were more generic "you need insurance because" type without the threat of neighborhood bullies. 

Comments

[pikkewyntjie.livejournal.com]

It would make sense if the other kid said "Happy Holidays" or "Seasons Greetings," but I don't see why "Merry Christmas" and "Happy New Year" would be in conflict with each other.

[luke-russell.livejournal.com]

I find this one of the more odd, inexplicable adverts I've ever seen. I cannot even dream up an angle or message? Especially from a boring insurance company.

[jocelmeow.livejournal.com]

Here's what I think. Kid with his dukes up is an established bully. Kid on the ground is his usual victim. Before the scene that we see here, the kid who is now on the ground was on his feet, walking, and in passing wished the bully "Merry Christmas." Bully, being a bully, said, "What did you say?" in such a way to imply that the kid shouldn't dare to speak to him, and at that point knocked the kid to the ground. Kid on the ground, proving that he's not cowed by the bully, says, "I said Merry Christmas," and daring to go even further and defy the bully, says, "I still say - Happy New Year!"

[pikkewyntjie.livejournal.com]

Me, too. This is the best explanation I've heard so far. With that in mind, I can almost see the kids trying to restrain themselves when they remember it's the holidays. They'll resume beating the crap out of each other on January 2.

[ms-hissyfit.livejournal.com]

Maybe it just is about the fact that children will argue about the weirdest things with a lot of earnestness.

[zydee.livejournal.com]

As can adults, as I know all too well...

[pikkewyntjie.livejournal.com]

NO THEY DON'T! Just kidding. See, I was proving your point. ;)

[zydee.livejournal.com]

You were not!

[pikkewyntjie.livejournal.com]

OH YEAH?

[zydee.livejournal.com]

YEAH!

[pikkewyntjie.livejournal.com]

Good counterpoint. You have won this round. But remember: You may be a master debater, but I am a cunning linguist!

[zydee.livejournal.com]

... I've got nothin.

[write-light.livejournal.com]

I love the exasperated, sarcastic "ANYWAY..." - I had no idea it went back fifty years. :D

[luke-russell.livejournal.com]

Indeed, a curious point. It could have its origins in the midwest? My grandmother who was born in 1892 in Kentucky always said "anyway" to cause the topic of conversation to abruptly shift.

Yes.

[superfan1.livejournal.com]

Strange ad ideed.

[teamrodent.livejournal.com]

Well, so much for peace on Earth. *Sigh*

[hannahsarah.livejournal.com]

OK, it's my turn to read WAY too much into this ad.

My first impression, is that the standing kid has very caucasian features, although with the gray scale it's hard to tell if he's supposed to be black or not. The kid on the ground is clearly African American. So what's the message here? You can get the black kid down, but he's going to fight dirty?

I wish I were simple minded enough to just think that this is two neighborhood kids rough housing, but considering the times, I tend to suspect something more sinister is going on, at least subliminally. :-(

[pikkewyntjie.livejournal.com]

Ha ha! Glad I'm not the only one to pick these things apart.

Of course, many African Americans do have very Caucasian features and I don't want to get into reasons for that and I'm not sure it matters. I just see two kids duking it out and it's not clear to me why. If anything, it reminds me of A Christmas Story where Scut Farkus and his toady friend bully all the other kids, but when they're not around, they wail on each other.

The company catered to a mostly African American clientele and was found in Ebony magazine so I can't imagine there's any blatant racism going on here. My only other guess is that the company also sold health insurance and maybe the subliminal message is "Your kid is probably going to get beaten up sometime. Make sure you have good insurance."

[hannahsarah.livejournal.com]

I like your explanation much better. :-D

Re: YES

[pikkewyntjie.livejournal.com]

True. If it showed adults fighting over the last XBox in the WalMart on Black Friday, it would make perfect sense.