Fleabag, Can’t Cope Won’t Cope and The Case for Self-Denial

Here’s a terrible advertisement for Diet Coke:

There are so many things I hate about this ad. That it contains the term “ath-leisure.” The background music. That it’s painfully obviously a line-for-line recreation of an American ad, because no English person would use the phrase “yurt it up” (the American version, for the record, was directed by my old nemesis, Paul Feig, for some reason).

But the thing I hate the most about it is “If you want a Diet Coke, have a Diet Coke.” Life is short, is the ad’s premise, so do more things you want to do: live in a yurt (whatever that is), run a marathon (though it backhandedly suggests you probably shouldn’t bother), drink a Diet Coke. But drinking a Diet Coke isn’t like living in a yurt or running a marathon, because Diet Coke is bad for you. The actress in the ad says that it makes her feel good, which it might for a moment. And according to the ad, that doesn’t just mean it’s okay and you shouldn’t feel bad about it, but that you actively should drink Diet Coke, whenever the thought occurs to you.

The thing I hate the most is that the ad treats all wants as basically the same. That pursuing all those wants amounts to making the most of life, or being true to yourself.

But, as Kurt Vonnegut would say, that thought has a brother: that if you do not pursue all your undifferentiated wants, you aren’t making the most of life, and you are not your authentic self.

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