Read a Book, Read a Book, Read a Motherfucking Book

This may be the first reading campaign that has expressed the urgency of reading, while simultaneously berating its audience. And that’s not all. The spot also demands, “Your body needs water. So drink that shit,” among other angry catechisms evocative of better living.

I’d like to see more people reading and if this gets at least one kid to read a book, then it can’t be bad. It also takes a truly deranged mind to put BO on one buttock and OK on the other, suggesting in a rather hysterical sense that reading is sexy or as empowering as a booty call. I hope that the crazy motherfucker who came up with that idea is hired for something else.

But there’s an anachronistic groupthink approach to this ad — a sense of severely underestimating the audience’s intelligence — that greatly troubles me. I simply do not believe that people are this dumb or that they will be coaxed into reading because an animated guy named D-Mike says so. (And what’s wrong with the sports page anyway?)

I don’t think Tony Soprano has whacked the novel or that books are going away anytime soon. But surely there’s a better way to promote literacy than this unintentionally hilarious video.

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10 Comments

  1. I approve. It’s still better than the message that “your lovely lady lumps” will get you “all these i-cees”. Or that you should “snap your Bibles” and “do it all by yourself”.

  2. Yeah, I really think this is intentionally hilarious. “It’s called speed stick, it’s not expensive.”

  3. As a public school teacher, I can’t tell you how many of my students refuse to read, brush their teeth, or wear deodorant. They think it’s cool. The video is right on. I would’ve also included ‘Pull up your pants. Nobody wants to see the crack of your ass.’ Excellent job. A++

  4. I love this video, and he’s not late as far as i’m conserced i’ve only noticed this video making it’s rounds on the net just recently. Besides it’s pretty timeless

  5. Where are you from? I’m wondering if we’re distantly related. My Champion line originally came from Cold Mountain country and if you’re from there, and your ancestors owned slaves, there’s a pretty good chance you owe me.

    And oh yes, true, true video. I don’t know how many times I’ve passed people who smell like weeks worth of sweat and don’t have to.

  6. Well the video description on youTube is

    IT IS A SATIRICAL OBSERVATION ON THE CURRENT RIDICULOUS, OFFENSIVE, AND EMBARRASSING STATE OF THE ONCE NOBLE ART OF HIP HOP. THE RAPPER WHO MADE THE SONG IS ALSO SATIRING THE CURRENT POPULAR RAP MUSIC WHICH IS AN EMBARRASSMENT TO EVERYTHING RAP WAS. WHILE MAKING THIS SOCIAL SATIRE, HE ALSO PROVIDE A POSITIVE MESSAGE AND A SOCIAL COMMENTARY.

    so I’m thinking that it was meant to amuse, offend and inform

  7. I’m not black, but thinking back when I was young, this message would hit home. I hated reading books when I was young. I knew it was going to be good for me but it seemed like a boring and tedius task with no real enjoyment. My parents would pretty much yell the same thing in my ear without the expletive. Was it effective? Not at all. It is more important to convince them of the idea that if they find the right material to read, they might find a reason to enjoy reading. I still don’t like reading books too much, but on a daily basis, I read a lot of articles on the web and magazines. It is all about exercising the mind. That’s really the goal of reading books anyway.

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