Hit Send On Yourself, And Go To That Boat Show

Waiting for Jeff Bezos

According to The Atlantic Journal—and really, just simple observation—we’re living in an Anti-Social Century. With everything at our fingertips and the lasting effects of COVID lockdowns, staying home has become the default. It’s easier. But the side effects are real—and part of why clubs, organizations, and yes, even politics, are in decline.

Look, real people

Over 20 years ago, I worked on a campaign for Choice Hotels based on research that even fax machines were reducing human connection. One headline read:
“Face to Face is Better than Fax to Fax.”

Screenshot

That was before social media took over, and now we’re deep in it. Sitting in our chairs, clicking, commenting, and attending “events” online without ever engaging with real people.

Our campaign line was: “The Power of Being There. GO.”

It struck such a chord that after 9/11, we were one of the only brands still advertising—with a message that simply said, “Thanks for Traveling.” Even Secretary Norm Mineta adopted it across the national transportation infrastructure.

Above is from an old case study done back in the days right after 9/11 We had the creative done on 9/11 and printed and up by 9/13

I wear a shell to protect my ego

Here’s the truth:
We’re all a little socially awkward. And the more we isolate, the harder it becomes to connect. It creates a cycle and yes, that might be one reason younger generations are more comfortable online than in person.

So what do we do?

Hit that road

Get in the car. Hook up the boat. Go to the event. Shake hands. Make eye contact. Stop hiding behind screens.
Hit send—on yourself.

A classic Woody Boater ad , thanks Rabbit and Shaun Fenn