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In an ideal world we would all do what makes up happy. But what is happiness? Our identities, if defined by our actions, would be dreadfully qualified if the enactment of our desires were possible (conceivable or doable), brought happiness, or found representation in the performance of absolute specificity.

Don’t get me wrong; I thoroughly enjoy this commercial on a superficial level. More specifically, I enjoy this commercial for two reasons: it is funny and it brings the Other into the gaze of the mainstream. Although it is not nearly as violent (dangerous) as the Planet Fitness commercials, it nevertheless plays on the stereotypes of bodybuilding.

The bodybuilder in the commercial is reduced to a non-thinking automaton, simply going through the motions that enable him to be seen, that is, to enter the necessary visual space for the psychological engagement of narcissistic performance.

This bodybuilder is objectified in his physical performance, reduced again to an object of desire. In thinking along the terms of this stereotype and this particular depiction, he is not happy in the slow process of training or eating, or the creative elements of constructing his physique. He is not happy in providing the knowledge he has gained to passersby. He is not happy in the competition or sportsmanship of the bodybuilding stage.

He is simply happy in the mindless exposure of his body, directing social stigma.

It’s so simple a caveman could do it.