I used to care, but things have changed

Dylan Super Bowl ad

Dylan Super Bowl ad

About ten years ago, I was with a group of friends drinking and having one of those conversations where you solve all the world’s problems. Someone threw out the question, “What will you be when you totally sell out?”

There was no judgement in the question, just idle curiosity. This is a question that plagues Gen X. We don’t worry if we’ll sell out. We just wonder what it will look like when we do. Let’s just be honest. At this point in our lives, this is what it looks like when we sold out. Somebody has to go to work and pay the mortgage.

We’re not the Boomers or even the Millennials. We’ve known for a long time we were going to work harder to earn less than our parents. There are fewer of us, but more production expected. We’re like the middle child sandwiched between two siblings who are so very happy and hopeful and cheerful, and my GAWD, never stop talking about feelings and happiness.

We were never terribly idealistic to begin with. There’s a sense of resignation we’ve carried since our teen years. It’s not that we don’t care, it’s that we’re worn out.

So it was with dark irony, I watched Bob Dylan, the king of the Boomer ideology sell his soul for a car company in a Super Bowl ad last night.

My favorite part: the songs lyrics.

Gonna get low down, gonna fly high
All the truth in the world adds up to one big lie
I’m in love with a woman that don’t even appeal to me

Mr. Jinx and Miss Lucy, they jumped in the lake
I’m not that eager, not that eager to make a mistake

People are crazy, times are strange
I’m locked in tight, I’m outta range
I used to care, but things have changed

Welcome to our world, Mr. Dylan. Can I get you a cold beverage?

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