If one theme dominated the late 90’s/early 2000’s, it was the sense of rebellion against the 9 to 5, office-slave, cubicle-turned-prison isolation that had become the norm for most young Americans. The need to give a big “fuck you” to the man was well represented in popular literature (Chuck Palahniuk’s Fight Club), film (the oft-quoted Office Space) and, of course, music (the ageless “Who Let the Dogs Out”).
Ironically, a car company infamously sponsored by the man – no, like THE man – was also helping restless youth fight the dregs of everyday life with, of all things, another car payment (which to cover you must work a 9-to-fiver). So ironic, in fact, it might blow Alanis Morrisette’s head to tiny Canadian smithereens.
Irony aside, they made one hell of a smart commercial to stick it to the man.