by Caity Bell
The holiday season is fast upon us and with it a substantial rise in commercials meant to tug upon consumers’ heartstrings, to invoke that special sense of holiday cheer that drives us, no doubt, to purchase more products than we have year-round. If you don’t run from the room the second the commercials start rolling then perhaps you’ve seen Heineken’s most recent holiday-themed ad, wherein those traditional notions of the American nuclear family are torn away.
As you can see in the video above, while the camera pans around the room—with Dean Martin’s classic You’re Nobody ‘Til Somebody Loves You playing in the background—we’re exposed to what at first appears to be a holiday gathering composed of that classic family schema we’ve come to expect in American media. The father (as designated by small white text which briefly lights the screen) sits in a corner of the room, bottle of beer nearby (this is after all an advert for Heineken), while across from him sits the mother and sister, both pleasantly smiling at the camera as it glides across the large living room. Then, however, the camera shifts to a man cheerily painting, who’s designated to be the mom’s new boyfriend and from here we continue on our tour of the busy household with introductions to the boyfriend’s stepdaughter as well as various members of the dad’s “new” family (and a quirky moment when an apparent stranger is present, introduced as simply “and whoever that guy is”). The commercial ends with the image of this diverse family standing poised together before the fireplace while the words “tradition doesn’t always have to be traditional” flash across the screen.
Yet has tradition ever been traditional? In short, no. Tradition, rather than being some ancient, set in stone way of doing things, is more often than not a more recent invention, a way of authorizing one group’s set of ideals over another’s. A tool for providing a sense of social cohesion within a group, tradition serves as a means of binding present ideals and beliefs to some distant past as a way of validating their continued persistence. The word itself becomes invoked when something is at stake, a way of bringing value or necessity to some practice or ideal as being time-honored and revered when in fact it may not actually be so.
Take, for example, a 2014 Supreme Court case wherein the language of tradition was used by the defendants to win their trial. In the Town of Greece v. Galloway hearing, the town, brought to court on charges of violating First Amendment rights by beginning their council meetings with Christian prayer, was allowed to continue this practice on the grounds that, rather than being religious, the practice was a part of the town’s “tradition”. Thus, by rooting the practice in the town’s history, it was granted a semblance of authority and presented as a seemingly unbiased argument rather than a practice with some utility or underlying motive for an interested party. Have the town’s meetings always, in fact, began in this fashion? Perhaps, perhaps not, yet what is interesting to note, rather than debating the authenticity of this claim, is how the label of tradition comes into play as soon as the practice is contested.
The idea of the American nuclear family as well, with its image of one mother and one father together raising 2.5 kids, is not as traditional as we believe it to be, the idea largely popularized after the emergence and success of capitalism during the Industrial Revolution and only further cemented as the American ideal through popular television shows aired in the 1950s. Throughout our history families have held to many molds which don’t fit this traditional image—as long reaching and ever-present as it may seem. Even our beloved holiday traditions bear roots to a less distant past, as Christmas itself, with its festive trees and jolly ol’ Saint Nic, was banned for a time in the U.S. by Puritans who saw those traditions as having no place in a Christian nation. In fact many of the traditions now prominent in Christmas celebrations were not in practice until the late 19th century when they were merged into popular culture by the immigrants who brought them over.
So then, tradition doesn’t always have to be traditional? Well, it seems that tradition itself has never actually been “traditional.” Thus the Heineken ad’s final line is absolutely right. Using the language of tradition to describe a family or a practice does not have to reflect some longstanding form; tradition has never been traditional.
Image credit: Still from video by HeinekenUSA (https://www.youtube.com/watch?v=5G15pfHZfNg)