15 years ago a bizarre but historic Spike Jonze commercial appeared. Called “Pardon Our Dust,” it was ostensibly about a forthcoming renovation of Gap stores. But many of us (myself included) immediately recognized that the actual focus was rage against the corporate dominance of American retail culture. Wild but thought-provoking, it depicted a sudden burst of rebellion by Gap employees and customers alike.
I remember having a sharp argument with David Poland about this. Poland, who always knows everything, pooh-poohed my interpretation. “You don’t get it,” I replied. “It’s about people breaking loose and venting their frustration by way of exhilaration and mad anarchy…it’s the finale of ‘The Day of the Locust‘.”