Nissan subverts species supremacy
People are fascinated by vegetarianism - and I think, somewhat afraid of it. Every vegetarian has been asked the "why?" question countless times - enough times that if you're like me, you allow your answers to vary. So, sometimes it's about stopping the cruelty to the 27 billion animals killed in the United States each year. Sometimes it's about protesting the unsafe working conditions of slaughterhouse laborers. And sometimes it's about saving the planet, as animal agriculture generates more greenhouse gas emissions than all forms of transportation combined.
The latter two answers - about working conditions and climate change - provoke some guilt in the meat-eaters I talk to, or they make me feel uncomfortably holier-than-thou, which is why I try to avoid these conversations. But the first answer, about animal rights, affects people in a different way. It doesn't make them feel guilty about their eating choices; it makes them feel threatened, because (I think) asserting the natural rights of animals challenges our dominion over the little critters. It subverts a sense of human supremacy that dates back to the Bible, when the god character creates "every beast of the field and every bird of the air, and brought them to the man to see what he would call them; and whatever the man called every living creature, that was its name."
So kudos to Nissan for introducing its new electric car, Leaf, with a commercial that strikes at that hallowed sense of supremacy. Humans are just one animal upon the earth, one that must live in harmony with it, not over and above it. The melting ice-caps highlight the earth's fragility; it reminds us that our technological advances have not arrived in a vacuum but upon our own delicate planet. Human choices affect others, even non-human others, and the revolutionary, even radical, message of this commercial, the one that makes our hair rise as the polar bear approaches the man and embraces him in that beautiful "awwww" moment, is that we should care.
The ad concludes: "Innovation for the planet, innovation for all."






