Monday, June 23, 2008
This is not a jersey
This is the tee shirt that Brad Jayacody was told to remove at Heathrow Terminal 5 if he was to be allowed to board his flight. Apparently having an image of a gun was enough to trigger serious concerns. I am all in favour of security and safety on flights but quite how a transformers cartoon threatens safety I am not sure.
This range of tee shirts with arabic script is designed to assert personal liberty/provoke a really hard time at the airport (delete as appropriate according to political persuasion). It translates "I am a not a terrorist". Interesting what makes different people choose different shirts and what meaning if any they attach to them.
The latest Adidas advertising campaign makes clear that this is not a jersey or a shirt at all.
THIS IS NOT A JERSEY. THIS IS A PORTAL THROUGH WHICH MEN PASS. THIS IS NOT MATERIAL. THIS IS FABRIC THAT BINDS US TOGETHER. THIS IS NOT A SOUVENIR. THIS IS A REMINDER OF ALL WHO HAVE WORN IT BEFORE US. THIS IS NOT BLACK. THIS IS THE ABSENCE OF FEAR. THIS IS NOT A UNIFORM. THIS IS A COUNTRY UNIFIED. THIS IS NOT A JERSEY ONLY 22 MEN WEAR. THIS IS A JERSEY FITTED FOR FOUR MILLION PEOPLE. THIS IS VICTORY AND LOSS, BUT WILL NOT BE DEFEATED.
THIS IS EVERYTHING BUT A “JERSEY”.
Part of the campaign is that any baby born on the day of a home All Blacks test match this year is presented with a mini all black jersey.
Adidas New Zealand Marketing Manager John Beckett says the All Black jersey is a symbol of opportunity, achievement and success and seeing the jersey on a brand new life, is a reminder that every child born is a superstar of the future.
“The All Black jersey belongs to the team – a family. And providing the All Black jersey to a newborn signifies that the family, community and country as a whole are all part of a team that can help give children the best start in life."
Reaction to the campaign has been mixed. Some people seem to think that it is a little bit hyped. All I can say is that when I pull on my black jersey it is part of a fabric that connects and reminds and I can wear it secure that I won't be stopped from boarding a plane. At least not in New Zealand.