Anyone who doubts that we live in a global economy needs to look at packaging and products from the far-flung reaches of the planet. These lovely labels for sauces and marmalades were made for Italbu Charcuterie in Burundi, a little landlocked country in Southeast Africa, bordered by Rwanda, Tanzania and the Democratic Republic of the Congo. Italbu Charcuterie is a deli shop offering organic products made from original Italian recipes.The design firm Ya Ye lists studios both in Zagreb, Croatia, and Bujumbura, Burundi. Ya Ye’s design has a contemporary universal quality that could have just as easily been produced in New York, London or Sydney. Cultural design differences were more distinctly identifiable before air travel and multinational retailers. A World War II vet once told me that if a soldier was parachuted onto foreign terrain, he would know where he landed by the typography and architecture, even before hearing the spoken language. With the Internet today, the whole world is exposed to the same visual references and design styles can’t be pinpointed to a particular culture or part of the world.
This is a car commercial inspired by epic themes found in Herman Melville’s 1851 classic “Moby Dick.” Told by a tormented Alaska tow truck driver, played by David Florek, the modern-day Ahab is fraught with frustration, yearning and regret over the car that kept escaping his grasp, even in an arctic blizzard. Created by San Francisco ad agency Venables Bell & Partners, the commercial spins an overblown account of trying to hook the wily Audi Quattro. Though exaggerated to mythic proportions, the tale of the tow truck driver versus the Audi Quattro is not anything like the story of Ahab’s obsessive and vengeful pursuit of Moby Dick, the great white whale that chewed off his leg and ultimately destroyed his Pequod ship and him along with it. But the comparison makes a wonderful yarn, especially when you consider that the commercial is really about Audi Quattro’s four-wheel drive system — which would really be boring if the narrator told it straight.