It’s Summer in Chile.

We have seen an increase in the broadcasting of this ad promoting Chilean produce, meat & dairy products.  The same basic ad footage has run for Safeway, Raley’s and now Lucky supermarkets in the Bay Area.

We suppose it is an effort to counteract the move toward more locally grown food stuffs.  The ad makers make an (almost nauseating) attempt to drive home key, heritage phraseology: ‘vast natural resources’ / ‘blessings of nature’ / ‘abundance’ / ‘the pride of our country’…

The narrator is inoffensively white-bread on 95% of the script, dipping into his Latino sound file only when authenticity is required.  ‘Our harvest’ is my favorite… it rhymes.

We say: Eat Local.  Do the best you can.  The 100 mile ruler is still a good ruler.  It’s winter here, there are some things we don’t get now.  We get them later.

It’s going to be OK.