The message of the add is a bit fuzzy in my mind.
Yes, I know that it is an cry against convention and the implication it that Jockey undergarments somehow prevent you from becoming part of some insidious homogenized army of mindless "perfect" people...
Yet even as the "machine" removes the hapless participants of their tattoos and body piercings the idea is that only if you use Jockey items will you become "liberated" and express you unique qualities. That is a bit hypocritical.
Only two, a guy and gal, are able to steal away. Very predictable unfortunately.
It would have been far better to show a world of "perfect" people with just the two breaking from convention and setting a new example. That would stress the drive to express yourself. By depicting the whole process at some unspecified point mid-stream you get the odd mental construct of trying to justify conforming to using Jockey while simultaneously attempting to not conform.
This in-the-process view also allows for the argument that being one of the homogenized is still a manner of unique expression because you no longer are like the preceding assortment of short dark haired glum eastern european college students.
In fact, the very first time I was watching the spot (without sound) I really thought that the bi-product of the "machine" was the intended improvement until the guy jumped out of line. The ones going into the machine all had a similar greasy dance-club feel to them.
Question: Did anyone notice if any of the "before" people was blond or had blue eyes?
In defense of the commercial it does depict BE, even if briefly, in a national campaign for a well known brand. Not very common at all.
Actually smiled when the machine removed the tattoo.