Jeep’s new advertising campaign is built around a somewhat cryptic slogan: “The Things We Make, Make Us.”
The slogan is at once inspiring — in order to become better, we need to make better things — and scary — look around … are we really becoming “better”?
It’s also a rip-off (or homage, depending on where you sit). Marshall McLuhan said basically the same thing 47 years ago.
In his 1964 book Understanding Media: The Extensions of Man, McLuhan wrote “We shape our tools and thereafter our tools shape us.”
It’s a whole nod to technological determinism.
McLuhan would probably laugh at the most recent paraphrase, though. After all, in the same book he noted that “Art is anything you can get away with.”