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The "Messin' with Sasquatch" ads for Jack Link's beef jerky were always irritating and pointless, but with this new wave of tragic teen suicide prompted by being bullied to death, these ads are offensive. They are clearly saying it's not only fun to be cruel to someone different, but it's so acceptable that we are going to use the concept to sell our product.
Most of the ads consist of a group of campers who see Sasquatch, take a bite of beef jerky, and then decide to be total jerks and pull sophomoric pranks on the unsuspecting and very friendly bright-eyed giant. It's unclear in the ads how being outwardly hateful to the hairy guy has anything to do with wanting to buy beef jerky and the tag line "feed your wild side" makes no sense. Are they implying that to find joy in being mean is feeding your wild side?
What the people in the ads do to Sasquatch is the worst kind of bullying. In one spot they hand him a soda they have just shaken so it explodes all over his face. In another they invite him to play football and then quickly take the ball away before he can make the kick, causing him to fall. In another they offer him a ride and then keep pulling the car forward so he can't get inside. All the while the other passengers laugh.
Some of the ads go beyond mean pranks and actually involve physical harm to Sasquatch. One camper puts a shock device in his palm and electrocutes Sasquatch. Others blind him with the bright reflection off a watch while he's trying to fish. Another whips him with a towel when he's serenely drinking from a stream. These are all mean-spirited locker-room antics that leave the abused feeling small and worthless.
What makes these ads so insidious is that the bullies lure Sasquatch in with friendly smiles and gestures; they entice him with the promise of being his friend, pretending to want to include him. And when he excitedly and happily takes the bait, they then humiliate him. And why? Because he's different? Because he is covered in hair? Because he's an outsider and not a part of their clique? The commercials make Sasquatch look kind and sweet and give him a sad expressive face. So in no way does the viewer enjoy seeing him be ridiculed, abused or made fun of.
These ads should go away forever, just like tolerating school bullying.
