All The Moves That Fit To Sprint

There’s an intersection I frequently drive through where the line of cars stopped at a red light often stretches past the exit to a busy gas station. That means that I sometimes find myself stopped near the gas station’s exit, and have to make the decision of whether to let someone out in front of me. Generally, I try to be nice, and let someone out, but sometimes I’m stopped across the exit, and it’s not clear if there’s enough room, so I just move ahead and let the driver behind me decide whether or not to be a Good Samaritan.

Yesterday, I was in just such a position. I had come to a stop at the light with my car pretty much blocking the exit, so I couldn’t have let anyone out. Except, the driver coming out of the gas station was on a motorbike. And he didn’t even wait for my permission, he just drove out into the space I’d left in front of me, which was enough for the bike.

At first, I was kind of annoyed. How dare you take this space, which I think sort of symbolically belongs to me. But at the same time, I had to admire the audacity. And I have to admit, it didn’t cause me any inconvenience at all: He was just taking up room that would have been left empty anyway. Okay, the reason I leave a car length between me and the car ahead is in case I have to move forward to avoid being rear-ended. But as long as he’s okay with getting pancaked between us in that unlikely event, then I guess he’s welcome to the space.

Years ago, I noted that motorbikes have the potential to be what sports cars wish they were, but usually aren’t: a way of going faster on modern roads. Usually, that just manifests itself as going way over the speed limit, but I was envisioning someone going at the speed limit, in spite of traffic, by taking advantage of your ability to fit into the smaller spaces other vehicles can’t get into. And that’s kind of what he was doing, albeit in a mundane manner. I wonder if you can take this even further, with a vehicle that gives up some of a motorbike's straight-line speed for even more maneuverability. A motor-unicycle would do it, but wouldn't be worth the dorkiness. I mean, you have to keep in mind the real possibility that this device will be mentioned in your obituary. 

Maybe a higher powered motorized skateboard. Or - I hate to suggest this - those things they call hoverboards. Okay, I see the etymologists have struck back, and are insisting on calling them self-balancing scooters. with the Oxford English Dictionary saying that "hoverboard" refers to "boards that Marty McFly would recognize." I love those guys!

Now that we have that out of the way, I feel less guilty about suggesting them as the extreme vehicle of the future. Well, less guilty linguistically; I guess the inevitable casualties are still bad. Anyway, I'm thinking: give one of them, say fifty horsepower, and you could just fly around traffic. Around, past, and — with a bit of practice — over. I look forward to cursing maniacs on self-balancing scooters.

Back With Another One Of Those Blog-Rockin’ Beats

I've complained more than once about the song "It's Your Thing" by the Isley Brothers being used in commercials. Specifically, that it's been used in commercials for a variety of different products, with each company seemingly oblivious to the fact that it's already been associated with a different brand.

So, imagine if I'd been asked, "What do you think will be the next song to get overused in commercials for multiple brands at the same time? Hint: it's from another group with 'Brothers' in the name."

I would have said, oh, no, not "Unchained Melody!" That's such a classic song that so many people love. It would be such a shame if it became associated with dog food and denture cleaners

But no, it's "Galvanize," by the Chemical Brothers.

It started with a series of Michelin ads, which used the song for its distinctive "dun dun dun" part. That got it recognized enough that stadium DJs started playing it at sporting events. I thought that was a weird enough path for a song to go through pop culture: being revived by a commercial almost twenty years after it was released and getting attention beyond what it originally got. So I thought about remarking on it, but never got around to it.

But then, I hear it again on a Hummer ad. They're using the "Push the button" part to advertise their four-wheel steering. That's a different part of the song, so people may not even realise it's the same song. I suppose that's a way around the problem of over-using songs in ads: each company uses a different part of the song. Maybe that will even have a positive effect on music: You’ll put more effort into the complexity of your songs if you know you can sell different parts to different companies.

Oddly, we still haven’t seen the most obvious use; the song is, after all, named after an industrial process. It just seems natural that eventually we'll hear, "Ziebart reminds you..." (start music) "The time has come to…Galvanize!" (cut music quickly, because Michelin owns the dun dun dun part.)

But I'm also thinking about the demographic implications of this. It was all fun and games when it was another generation's songs getting overused. I could feel cheapened, but I'm trying to look on the bright side: We won the demographic competition (where "we" refers to late Gen-X, early Millennials, or in my case, Mid-Xer who stayed in university too long and thinks he's a borderline Xer-Millennial.) And now our music is being used to sell expensive stuff like high-end tires and SUVs. Yes, I realize it's a fleeting title, since it's only a matter of time before the next music takes over. But we could get a bit of an extension while advertisers struggle to make ads out of emo.

Bravo, Encore

Right now, we're seeing ads gleefully telling us that “Bravo is coming to Canada!” Many of us, will then say, “I thought Bravo was already in Canada.” I remember it starting up with a wave of new specialty channels in the nineties.

The explanation is that the original Canadian Bravo that started in the nineties was based on the American Bravo, but with mostly local programming. Each network evolved in its own way in the intervening decades, with the Canadian Bravo eventually rebranded into CTV Drama. This Bravo being advertised now is a new channel, based on the American Bravo as it now exists.

So this is also a good opportunity to observe how cable channels change over time. When the previous Bravo started, it had highbrow content (okay, upper-mid-brow) and targetted as sophisticated audience as TV dares to court. It got a bit watered-down in turning to dramatic series, but in an age of Prestige TV, that didn’t mean much of a shift. That was still my mental picture of Bravo, so imagine my surprise when they attempt to relaunch with ads that are just montages of the trashiest of trashy reality shows. But that’s what Bravo is known for today. So now it all makes sense. In as much as a cable channel starting with the most sophisticated programming and ending up with the most dumbed-down crap available makes any sense.

And that concept turns out to have a name, at least according to Wikipedia. It’s called channel drift. And their article on the concept makes for depressing reading. It’s just one story after another of channels that moved to something less intelligent in search of a big audience. I mean, with so many cable channels, you’d think that there would be a few cases where they moved to programming that was a little smarter. I’m not asking for much, just a channel that switched from live police chases to Law and Order reruns. But no, all of their examples were dumbing down. The closest thing to an intellectual win were some of the failed drifts, like the mass revolt that followed the American Weather Channel’s attempt at showing movies. I suppose you could argue that HBO and AMC became more sophisticated over the years, going from mainstream movies to award-winning TV series, but they seem to have eaten up whatever intellectual demand television has, and there’s nothing left for anyone else.

So it’s time for us in Canada to pay tribute to Moses Znaimer, long-time leader of Toronto’s CityTV, and its stable of cable channels, such as the original Bravo Canada. Yes, their output could be annoying for their look-how-hip-we-are attitude, but at least they had an idea what they wanted to be and delivered that, instead of sacrificing everything to the lowest common denominator. It’s too bad that City was one of the losers in Canada’s media amalgamation Armageddon. Now we’re stuck with no-personality CTV dominating the media landscape instead, and Znaimer is trying to build a new media empire around seniors. But he was a bit unlucky in choosing the name ZoomerMedia, so now he’s struggling to convince people that “Zoomer” is a cool Boomer, not an alternate name for Gen-Z.