If you can just appreciate each thing, one by one, then you will have pure gratitude - Suzuki Roshi -

Friday, June 8, 2007

Madison Ave. Soul

In a full two-page ad in the New York Times today, Buick claims to have discovered its soul. This alleged discovery took place “on the road to building the finest luxury crossover ever.” What does Buick’s soul consist of? Their soul is “the feeling of comfort and safety, the confidence of power and control and the allure of an enticing machine.”

Hmmm. Nothing about caring for the earth, caring for their employees, or caring for our true search for soul. I think I will pass.

Oh, this soulful car carries the name of Enclave. Sounds more divisive than the soulful work of realizing non-dualism, non-discrimination and peace. But we are at war and corporate advertising will use any means possible to capture our souls. I know I will pass.

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