Where has the sacred art of subtlety gone? As people have progressively become more and more ignorant (due to other people becoming smarter, making scientific breakthroughs and hence making life easier for the common hillbilly – more on this in the future), so the art of subtlety also seems to be falling by the wayside.
Ironically, I suppose, this loss has occurred somewhat, well, subtly. I was alerted to it today while sitting in a meeting and listening to the new assistant (20-something, hot-as-shit, brain of a golden retriever) explain to the boss how we should be more “sub-til” in our advertising. The first and glaring problem with this is that she knows absolute shit about advertising anything other than her near-perfect rack. But the bigger problem is she followed up this comment with an example and said,
“like, we should have like, models, in like, bikinis, to show off the car subtly.”
Sorry, what?
Where is the subtlety in models in bikinis? Even more alarming is the fact that she pronounced the b in subtle. Is not the silent ‘b’ the very DEFINITION of subtle?
Advertising was the first big area in which we lost the art to explore the understated elegance of a humourous argument. Long gone are the days of adverts such as “BMW can beat the bends” Granted there are a few lone warriors still bringing us classy adverts, and in this I pay homage to Nandos for tirelessly bringing us satirical and cleverly thought-out advertising. But unless advertisements meet the criteria of Cannes quality, we are pounded with a barrage of badly-thought out and intensely stupid adverts. I blame America (for many things) but really for lowering the bar by allowing directly competitive advertising. All the hard work was taken out of being smart and now goes into smear campaigns.

But we have lost subtlety in so many other fields. The art of casual flirting has gone from loquacious Oscar Wilde-esque comments exchanged in a blow-and-parry of sexual tension to “hey qt..r u out 2nit?” exchanged via sms. Don’t get me wrong – I use sms to get ass like the rest of you. But I at least try to retain some of the nuanced sexual suggestion necessary to pull smart ass. Movies no longer have lines to quote like "Gentlemen. You can't fight in here. This is the War Room!" (Dr Strangelove) but rather "Today we celebrate our Independence Day" (see if you can guess the movie).
I mourn the death of the clever art.
Ten points to this:









