Rambo Amadeus, a legend by profession, recently shot a couple of TV commercials for Nestle, one of the world's largest food companies.
It's about ice creams - we're on the threshold of summer - so our artist has been hired as a gelataio for the occasion, who carefully considers the situation in the corresponding market.
While the lyrical subject is self-referentially dressed in a glittering turquoise costume; the ironic poetics of conducted summer kitsch is also used to the maximum, with sea-painted studio backdrops, with artificial sun and sampled clicking of seagulls, with plastic palm trees and an abundance of female asses and tits which, come on, I guess are real, as well as sand in the background and eyes.
Rambo Amadeus reliably emerges from the story with an incalculable army of new fans; suddenly there are so many of them that this summer they won't be able to fit on Budva's Slovenska and Ulcinj's Velika beach together.
"I'm troubled by a dilemma," begins the ice cream man, "what will become a hit this summer... Will it be a song or an ice cream?" The need is great, however, so the stakeholders do not leave him much time to think; from refrigerators and changing rooms, and even from the sand itself, impatient girls start jumping out with a paraphrase of Rambo's famous song LM hit, writhing and wailing: "Come on, Rambo, we're going to have a hit... Where is that hit? Everyone is wondering ... Come on, Rambo, give us a hit!"
And, by God, unlike the original point, the author crucified by the mentioned dilemma in this case immediately comes to a solution - a hit, that is. A hit, it's just a new Nestle ice cream, life-saving and certainly irresistible (the other product represented by them is called, like, more imaginatively: Top Gun - Mojito).
Raja thus gets his share of refreshments, sedatives and calories, along with a handful of E-numbers for stabilizing, emulsifying and flavoring, and Rambo Amadeus himself, well, he reliably emerges from the story with an incalculable army of new fans; suddenly there are so many of them that this summer they won't be able to fit on Budva's Slovenska and Ulcinj's Velika beach together.
Kudos to the circulation in taming the sirens, although for those of us who listened enthusiastically to Rambo Amadeus even before he whipped up an ice cream, a serious problem turns out to be here.
Among the world's food giants, Nestle is truly one of the few leading entities that escaped the escort, both in terms of criminality and income.
Well, the mortality rate among infants is increasing in proportion to Nestle's profits.
Also, the same house has been repeatedly caught blackmailing certain governments by unreservedly withdrawing from their slave labor market, in the case of the adoption of even more rigorous laws on food trade and its quality.
It should be emphasized that this is not the case that we usually describe with words like "but, everyone does it", so: Nestlé is really one of the few leading entities among the world's food giants that escaped the escort, both in terms of criminality and income.
But, as we said, that is not the main problem, just as it is not the case that we found Rambo on programs that respond to the Fox family name.
Namely, their father is the white-world right-wing scumbag Rupert Murdoch, a citizen of the Kane of our time.
Every expensively produced video is, of course, made for the entire national market, not just for one or two TV channels.
That way, Nestle will surely reach, or has already reached - we didn't check, and it doesn't matter - on the top of relevant Serbian programs, but Rambo's appearance on Murdoch's frequencies is particularly indicative, do we know what kind of social damage that superior media magnate is doing to the United States, Great Britain or to his native Australia, which means globally.
Whoever messes with Nestle, it could be determined, ends up on Fox sooner or later.
Yes, that's exactly what stings the eyes and ears in the last wording - Rambo's commercial rebranding of himself and, automatically, his old songs.
Well, that phenomenon is certainly ideal to strengthen the risky triangle in which Rambo Amadeus will get stuck with Nestle and Fox.
Šaper, a half-breed of that political half-baked Boris Tadić, is himself a hard-to-tolerate public figure; it is enough to see, for example, what he is talking about Novak Djokovic, a tennis phenomenon and apparently an inexhaustible source of inspiration for the commercialization of the national complex.
As a popular face from our past lives, however, Šaper probably knows best how to cash in on the old glory today, but all that together, to use what we learned earlier from Rambo, is nothing short of turbo-folk.
But the ominous triad of Nestle-Fox-Kopicl still represents only one of the possible combinations of symptoms of something that lies at the heart of the problem with advertising the brand under the pop name Rambo Amadeus.
Yes, that's exactly what stings the eyes and ears in the last wording - Rambo's commercial rebranding of himself and, automatically, his old songs.
Here, the question is not only for whom it is recorded, but also how, and what. His old songs, put into a new function, drastically overturn their meaning, which is clearly evidenced by the fate of the LM hit, so their motive becomes profit instead of resistance to Svejder's logic.
Rambo, king, as was said long ago, buy us cigars; at least in the next season.
We will not go into detailed His old songs, put into a new function, drastically overturn their meaning comparative analysis of the lyrics, only to remind ourselves of the strongholds from the original version: "(...)Weeds must not grow in the flower alley of cathode ray tubes" , considers the circumstances of Rambo, but the audience wants action, a hit for the so-called razbirigu, and sets the criterion: "Don't mention in it that the salary is low/ And screw up the story about the consequences of the war/ Give a light note to keep quiet and suffer/ Let's rip easier ears while cleaning ass", etc.
The hero of the song mocks such a turbo-folkloric worldview, while the hero of the Nestle ad finally gives in to the call of mass-consumer taste.
Not a trace remains of the subversive weed that he sovereignly watered for the benefit of this unfortunate ex-Yu and post-Yu community or divisiveness of the lean years, despite the fact that all the time - here are a few more verses from the quoted text - "the hoe has many a desire to weed", and every kind of uncontrolled social growth.
Rambo Amadeus, lately an increasingly well-known environmental activist with good results in as many as three countries, should, however, remember a little about the symbolic potential and civilizational progressiveness of what he himself represented while he was simultaneously thinking about nature and society with his hypercreative head.
In the end, so that we don't both get bogged down in cynicism, here we are at the "wishes and messages" section, if only in the name of shared values.
That neither he nor we should happen to lie proudly under the endangered plane trees and forget about the small, despised weeds in the carefully arranged gardens of planetary and domestic liberal democracy.
Rambo, king, as was said long ago, buy us cigars; at least in the next season.
That will certainly cost you less than if you sell us sweet and iced and sticky, so that Nestle and McCann don't teach us how you are - says the text accompanying the marketing campaign - "an original, intelligent, universally loved and above all authentic personality".
Bonus video:
