MTV's 'Think' Campaign Uses Nazi Imagery To Shock Teens:
The first, Subway Roundup, starts off on a NY underground car that buckles along shakily. The lights go out; the faces of riders are nervous, or disinterested; the car rocks side to side, apparently mimicking concentration camp railways. When the car stops, fierce officers gaze in, machine guns cocked. They lead the riders out in a single line fashion, sometimes pushing, forming an orderly line. The final image dissolves into Nazi Germany.
The second, Home Raid, uses the same motif. A family is at home, relaxing, until being brutishly handled by the same thug cops. They come in, guns drawn, and put them into an open truck, where they will be shipped off to ... dissolve: Hitlerian times. Both use minimal dialogue (gruff commands from cops, barely audible); I suspect the silence is meant to represent part shock/part Paxil sedentary. The victims never fight, allowing themselves to be escorted into what I guess to be a sort of penitentiary system or, worse, some futuristic concoction of oppression that the MTV marketing staff has dreamed up.
I don't get it. What's MTV's point here? Are they insinuating that at any moment in any given U.S. city, you could face the wrath of secret police? Are they guessing that we will soon be forced into concentration camps run by George Bush? Each video ends with the phrase 'the Holocaust happened to people like us' and the scenes fade to black. It's more than just a little bit offensive that they have used Nazi overtones to prove whatever bizarre point they are trying to make. To me, the message to teens here is 'be afraid, be very afraid.' Unless, of course, Obama wins. In that case, ignore these commercials and watch the next episode of The Hills.