{"id":1011854,"date":"2023-04-22T08:00:00","date_gmt":"2023-04-22T06:00:00","guid":{"rendered":"https:\/\/www.automotorsport.se\/automotorsport\/?p=1011854"},"modified":"2023-04-21T16:36:56","modified_gmt":"2023-04-21T14:36:56","slug":"julia-bilreklamen-var-brutalare-forr","status":"publish","type":"post","link":"https:\/\/www.automotorsport.se\/kronikor\/julia-bilreklamen-var-brutalare-forr\/","title":{"rendered":"Julia: Bilreklamerna var brutalare f\u00f6rr"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"183\" src=\"https:\/\/www.automotorsport.se\/app\/uploads\/2023\/04\/julia_kronika-1024x183.jpg\" alt=\"Julia Brzezi\u0144ska kr\u00f6nika\" class=\"wp-image-1011858\" srcset=\"https:\/\/www.automotorsport.se\/app\/uploads\/2023\/04\/julia_kronika-1024x183.jpg 1024w, https:\/\/www.automotorsport.se\/app\/uploads\/2023\/04\/julia_kronika-300x54.jpg 300w, https:\/\/www.automotorsport.se\/app\/uploads\/2023\/04\/julia_kronika-768x137.jpg 768w, https:\/\/www.automotorsport.se\/app\/uploads\/2023\/04\/julia_kronika.jpg 1120w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p><strong><em>Detta \u00e4r en kr\u00f6nika. Det inneb\u00e4r att inneh\u00e5llet \u00e4r skribentens egen uppfattning.<\/em><\/strong><\/p>\n\n<p><strong>Dagen gryr i en italiensk by<\/strong> och den gr\u00e5h\u00e5rige italienaren har kvinnobes\u00f6k. P\u00e5 tr\u00f6skeln till sovrummet f\u00e5r han en invit och utan att fundera v\u00e4nder han p\u00e5 klacken. I ett av k\u00f6kssk\u00e5pen rotar han fram en pl\u00e5tburk med ett bl\u00e5tt piller, men slinter till och den allra sista Viagratabletten flyger ut genom f\u00f6nstret. Pastillen rullar fram \u00f6ver byns kullerstenar innan den slutligen studsar mot ett tak och landar i bensintanken p\u00e5 en Fiat 500. Karossen sv\u00e4ller upp och stadens kvinnor kastar uppskattande blickar efter den uppbl\u00e5sta bilen.<\/p>\n    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-67b461f49855c'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-67b461f49855c', \n                        sizes: [[640, 360], [640, 480], [640, 320]], \n                        target: 'DAP_D', \n                        minSize: 1100, \n                        maxSize: Infinity \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-mobile-67b461f4985d0'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-mobile-67b461f4985d0', \n                        sizes: [[320, 50], [320, 320], [320, 480]], \n                        target: 'DAP_M', \n                        minSize: 0, \n                        maxSize: 1100 \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>\n<p>Scenen avslutas med orden: \u201dBigger, more powerful and ready for action.\u201d<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The FIAT - Blue Pill   #500X\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/V0lcY58fwpY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p>Men det \u00e4r inte bara italienarna som g\u00f6r anspr\u00e5k p\u00e5 att vara v\u00e4rldens b\u00e4sta \u201dscopatores\u201d, italienska f\u00f6r \u201dstor \u00e4lskare\u201d.\u00a0<\/p>\n\n<p><strong>I en annan reklamfilm \u00e4r det fransm\u00e4nnens tur<\/strong> att anspela p\u00e5 sex. Den h\u00e4r g\u00e5ngen \u00e4r det Renault som inte l\u00e4mnar n\u00e5gonting till fantasin \u2013 n\u00e4r en nosh\u00f6rning f\u00e5r syn p\u00e5 en gr\u00e5lackerad Kangoo som st\u00e5r parkerad p\u00e5 savannen. Man kan s\u00e4ga att det uppst\u00e5r omedelbar attraktion. I n\u00e4sta scen f\u00e5r man se den kortlivade men ljudliga akten. Filmen avslutas med slagorden: \u201dRenault Kangoo wins hearts, not beauty contests.\u201d<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Renault Kangoo Nashorn Werbespot (1998).mp4\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/IDckIZLYiME?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p>Lika k\u00e4rleksfullt \u00e4r det inte n\u00e4r Ford lanserar den sportiga versionen av sm\u00e5bilen Ka runt millennieskiftet. Modellen SportKa m\u00e5las upp som Ka:s elaka tvilling.<\/p>\n\n<p>I f\u00f6rsta scenen \u00f6ppnar elaka Ka solluckan f\u00f6r att locka ner en katt i kup\u00e9n. Kissen tvekar inte p\u00e5 inviten om att f\u00e5 l\u00e4gga sig i den varma bilen, men hinner inte mer \u00e4n kika ner genom \u00f6ppningen innan elaka Ka snabbt drar igen solluckan. Tittarna f\u00e5r bevittna en halshuggning d\u00e4r huvudet ses falla ner i s\u00e4tet och kattkroppen glider ner l\u00e4ngs med karossen och landar p\u00e5 gatan.<\/p>\n    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-67b461f498651'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-67b461f498651', \n                        sizes: [[640, 360], [640, 480]], \n                        target: 'DAP_D', \n                        minSize: 1100, \n                        maxSize: Infinity \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-mobile-67b461f4986b9'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-mobile-67b461f4986b9', \n                        sizes: [[320, 320], [320, 480]], \n                        target: 'DAP_M', \n                        minSize: 0, \n                        maxSize: 1100 \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ford SportKa &#039;Evil Twin&#039; promotional advert\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/JGbjVqLoz3I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><em>Nej, det h\u00e4r \u00e4r inte kattvideon, den f\u00e5r ni leta upp sj\u00e4lva! \/Red<\/em><\/figcaption><\/figure>\n\n<p><strong>Av alla nyss n\u00e4mnda bilreklamer <\/strong>\u00e4r det nog kattmordet som skulle fungera allra s\u00e4mst i v\u00e5r samtid, d\u00e4r cancelkultur och woker\u00f6relsen bojkottar personer och censurerar barnb\u00f6cker. Bilreklamerna \u00e4r en tidskapsel som s\u00e4ger n\u00e5got om d\u00e5tiden p\u00e5 samma s\u00e4tt som dagens reklamfilmer s\u00e4ger n\u00e5got om v\u00e5r nutid.\u00a0<\/p>\n\n<p>Dagens bilar s\u00e4ljs g\u00e4rna in med l\u00f6ftet om en b\u00e4ttre och gr\u00f6nare framtid. Den kinesiska elbilstillverkaren Nio tar det hela till en helt ny niv\u00e5 i den \u00e5tta minuter l\u00e5nga kortfilmen \u201dA Cat named Jin\u201d fr\u00e5n 2019. I f\u00f6rsta scenen f\u00e5r vi tr\u00e4ffa den kinesiske aff\u00e4rsmannen Pan Yao och hans flickv\u00e4n. Paret st\u00e5r utanf\u00f6r ett sjukrum p\u00e5 kattakuten. Deras katt Yin har drabbats av infekti\u00f6s peritonit (tydligen vanligt bland katter) och k\u00e4mpar f\u00f6r sitt liv. Men \u00f6verlever inte.&nbsp;<\/p>\n\n<p><strong>D\u00e4refter f\u00e5r vi f\u00f6lja husse och matte efter d\u00f6dsfallet.<\/strong> Den f\u00f6rtvivlade mannen har sv\u00e5rt att koncentrera sig p\u00e5 jobb och vardagssysslor, sorgen \u00e4r bottenl\u00f6s. I n\u00e4sta scen sitter han bakom ratten p\u00e5 sin suv, <a href=\"https:\/\/www.automotorsport.se\/provkorningar\/prov-nio-el7-atteribytarsuven\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nio EL7<\/a>. Regnet strilar ner \u00f6ver framrutan och t\u00e5rarna trillar ner \u00f6ver hans kind.<\/p>\n\n<p>D\u00e4r kommer han p\u00e5 id\u00e9n att d\u00f6pa om Nomi \u2013 den lilla personifierade r\u00f6stassistenten som sitter p\u00e5 instrumentbr\u00e4dan i Nios bilar \u2013 till Yin. P\u00e5 s\u00e5 vis kan han \u00e5teruppliva katten och prata med Yin igen. Och det g\u00f6r han.&nbsp;<\/p>\n\n<p>I slutscenen f\u00e5r vi se ett retrospektiv som f\u00f6rklarar hur allting tog sin b\u00f6rjan. Mannen hittade Yin som heml\u00f6s kattunge med brutna bakben, som stack ut som tv\u00e5 \u201dL\u201d p\u00e5 vardera sida av kroppen. \u201dVi trodde att Yin skulle beh\u00f6va rullstol\u201d, s\u00e4ger katt\u00e4garna. Paret tar sig an gatukatten som rehabtr\u00e4nar med en simring runt midjan. Och mot alla odds l\u00e4r sig Yin att g\u00e5 igen. Livet blir lyckligt en kort stund innan det abrupt tar slut.<\/p>\n    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-67b461f49873a'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-67b461f49873a', \n                        sizes: [[640, 360], [640, 480]], \n                        target: 'DAP_D', \n                        minSize: 1100, \n                        maxSize: Infinity \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>    <div class=\"dap-ad-format\" style=\"width:100%;display: flex;justify-content: space-between;overflow:hidden;flex-direction: column;align-items: center;\">\n        <div id='div-gpt-ad-dap-mobile-67b461f4987a0'>\n            <script> \n                typeof addSlot === \"function\" && addSlot(\n                    { \n                        id: 'div-gpt-ad-dap-mobile-67b461f4987a0', \n                        sizes: [[320, 320], [320, 480]], \n                        target: 'DAP_M', \n                        minSize: 0, \n                        maxSize: 1100 \n                    }\n                )\n            <\/script>\n        <\/div>\n    <\/div>\n<p><strong>I eftertexterna st\u00e5r att l\u00e4sa:<\/strong> \u201dLove and companionship keep us going forward.\u201d En t\u00e5rdrypande och sann historia som \u00e4r ganska l\u00e5ngt ifr\u00e5n den sj\u00e4lvdistans och humor som \u00e5terfanns i reklamfilmerna runt millennieskiftet&#8230;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nio TV ad &quot;A cat named Jin&quot; from Nio Day 2019\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pHR_7gs-rZg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>\u201dAv alla nyss n\u00e4mnda bilreklamer \u00e4r det nog kattmordet som skulle fungera allra s\u00e4mst i v\u00e5r samtid\u201d.<\/p>\n","protected":false},"author":28,"featured_media":1011855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[11],"tags":[12],"credited-editor":[2232],"class_list":["post-1011854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kronikor","tag-julia-brzezinska","credited-editor-julia-brzezinska"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/posts\/1011854","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/comments?post=1011854"}],"version-history":[{"count":0,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/posts\/1011854\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/media\/1011855"}],"wp:attachment":[{"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/media?parent=1011854"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/categories?post=1011854"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/tags?post=1011854"},{"taxonomy":"credited-editor","embeddable":true,"href":"https:\/\/www.automotorsport.se\/wp-json\/wp\/v2\/credited-editor?post=1011854"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}