A guy close to forty look at camera during a corporate advertisement. Carries Sunglasses.
Just this phrase could instill fear or laughter. But let’s give more details. The protagonist is Mark Zuckerberg, chief de Facebook, a guy with a fortune that exceeds 100,000 million dollars and who came to apologize (in the European Parliament and the Senate) for the leak in his company of the personal data of 87 million users. In the ad, hieratic, he lists the virtues of his new product: sunglasses that allow, among other things, take photos and record videos. And it does, of course, with them on.
The effect is somewhat counterproductive. Like Bill Clinton would have said that “he did not have sex with that woman & rdquor; hiding his gaze. Like any confessor with tinted magnifying glasses. As if it embodied one of the possible fears that this type of gadget awakens. The image of someone who takes cover in his sunglasses to be able to look without being seen, but now with video and photo and the option to upload to social networks.
When I was a child, I had next to home a store of spy objects. If you walked by, the window lit up. False bottom boxes and camera pens were sold. It is obvious that this influenced my love for the novels of Hammet or Chandler (although to this day I look more like Inspector Gadget) and in my obsession with James Bond (I’m closer to Super Agent 86 though). But the point is, he was a kid then, not a middle-aged guy who directs the world’s discourse.
The glasses in question arise from an agreement between the social network Facebook and the Ray-Ban brand. And the chosen model is the legendary Wayfarer, an icon of popular culture. He wore them in 1959 Cary Grant in ‘With death on his heels’ (when Eva Marie Saint tells him on the train that he has “one of those nice faces & rdquor;). Also with that model I looked at the Tiffany’s window Audrey Hepburn in ‘Breakfast at Diamonds’, while nibbling on a croissant that could stain his black Givenchy. Hid behind them Bob Dylan during the recording of his ‘Highway 61 Revisited’ and after them he took cover when he was insulted live for using the electric guitar. He even photographed himself wearing them John Fitzgerald Kennedy. They took them so much Debbie Harry What Madonna, from Tom Cruise a, perhaps the only image more disturbing than the Zuckerberg story, Hannnibal lecter at the end of ‘The Silence of the Lambs’.
During all this time they were countercultural icon and Hollywood glamor brand at the same time. And when they wanted to go back in the eighties, they paid a ‘product placement’ company to place them in 60 films between 1982 and 1987, at the service of the neoliberal speech of a certain cinema of that time.
The latest station is these glasses in partnership with Facebook. They are not the first and previous attempts have already raised controversy. A little white light it will warn the being seen that they are taking a photo: they can already be attentive to realize it. With a touch of the index finger on the temple, or a command with the voice, click: photo. Or click: rolling. They call them smart glasses, But, like so many smart things progress brings, they seem rather disturbing in terms of respect for privacy or one’s own mental stability.
As a character in ‘A Spanish dwarf commits suicide in Las Vegas’, the novel by Francisco Casavella, when he arrives at a night club with sunglasses: “Sunglasses are not used to see, but so that they do not see you & rdquor ;.