Cable Ties - âSay What You Meanâ
You know the part | Appears at 04:10
Iâve been in a shitty mood this week. I donât know whether itâs because of festering late capitalism shaping every aspect of my life or whether itâs because Iâm mad that Iâm not succeeding in this tainted system better. I check my social media feeds and Iâm hounded by auto-play videos made by KFC or PwC that are specifically designed to make me empathise with their brand. I feel sick.
Last week I went to a âvideo makingâ class that my work paid for. It wasnât so much about the technicalities of making a good video, but instead it was about how to best use people (âcharactersâ according to the class) to tell the stories of brands. One of the examples was a healthcare company using footage of a father holding back tears because his daughter had been involved in an accident overseas and almost died. He choked telling his story, while a tag at the end promptly reminded us to get good health coverage. Donât forget you could die at any minute! So could your family! Â
Iâm a human being! Weâre not a character to be used in your brandâs video. Itâs especially disheartening because we all know this is nothing new. Tragedy is a commodity and weâre all complicit. Cable Ties know and theyâre furious. So furious they had to stop singing and just yell about it instead.
Iâm complicit. I am a cog in this ageing machine. Itâs great and itâs also terrible. I get paid pretty well and I get paid to write about interesting things for an organisation whose morals align mostly with my own. Baby, I educate the world. But we use the same tactics to get people to choose us over others. When did we become nothing more than the sum of all our parts?
 We target young people with content. We look at what they like and what theyâre going to like and we exploit it. Weâve got your data and weâre here to help you. Choose us! We understand you! No one is any better than anyone and weâre all awful.














