We're always sick.

No matter what the product or service, when Mad Ave tries to ‘reach’ us we’re always sick. Or something’s horribly wrong. Even if they want us to buy a car we have to be sick first:

What happened to this lady? Did she have a heart attack? The doctor says she has to ‘go slow’…

Well, whatever her affliction is she’ll get better if she buys this car. And exercises. And is looked after by her daughter.

According to most ads selling stuff to us oldish folks, we have to be sick before we can buy anything. Or, we’re naturally ill all the time and the only reason we’d buy anything is to make us well.

We’d never buy a product just because we might want it. What would be the point of that? When you’re young, you only buy products so you can be hip. When you’re old, you only buy products for medical reasons.

I googled the car and it’s a pretty good car. But the spot tells me nothing about the car. Of course, why would I want to know anything about the car? All I need to know is that it has healing powers.

And don’t try to sell me a refrigerator unless it can cure me of something.