web analytics
April 19, 2014 / 19 Nisan, 5774
At a Glance
InDepth
Sponsored Post
Spa 1.2 Combining Modern Living in Traditional Jerusalem

A unique and prestigious residential project in now being built in Mekor Haim Street in Jerusalem.



Home » InDepth » Op-Eds »

The David and Goliath of Commercials Turns 30

1984

Share Button

While there have been many articles written since Apple’s epic January 24th, 1984 Super Bowl commercial announcing the Macintosh, the headline chosen for this article was intentionally unique.

But Apple’s commercial is not alone. Luke Skywalker’s fateful shot through the exhaust port that destroyed the Death Star in the Star Wars movie, and Malcolm Gladwell’s latest book, all share this excitement factor. The reason for this is that conceptually, all three are modern-day renderings of the David and Goliath story. Although the clearest of these three is Gladwell’s new book, appropriately named David and Goliath: Underdogs, Misfits, and the Art of Battling Giants, both Apple’s commercial and Star War’s Death Star destruction share the same concept. There was a giant–whether it be IBM or Darth Vader–and someone, against all odds, managed to defeat this giant for the benefit of all.

As with Gladwell’s first book, The Tipping Point, he has a talent for conceptualizing and humanizing scientific principles. While the “tipping point” in science is called a “phase transition” (e.g., the point at which water turns into ice), the scientific method to express the Torah account of David and Goliath is R = 1/R. Although at the start of the story, Goliath appeared to be the R, at the end, the true R or future king of Israel was revealed.

As explained in “The David And Goliath Behind Foldable Phones,” the R = 1/R symmetry principle, which derives solely from string theory considerations, is the most amazing type of equivalence that can be imagined. But in addition to being the most amazing equivalence, it is also the most exciting marketing concept.

In order to bring this conversation down into something deep and heartfelt, I thought to tell a story from my own experience.

gordon 1

Rated R World Prior to making aliyah, I had to travel back to New York a few times to obtain the necessary paperwork. On one such return visit, I was met with an important lesson.

A middle-aged woman of unkempt appearance was seeking to express her anger and deep pain, and she chose me as her primary target. As she recounted during her bursts of intermittent rants–between gun firing hand motions at herself, me, and everyone else on the train–her son had recently been murdered. Unable to withstand her pain, she screamed and cursed, mostly taking place an inch or less from my face.

Because she felt so small, so insignificant and worthless, she hated everything and everyone. But the lesson that I was unable to explain to her that day is that while she can’t bring back her son, from her excruciatingly low state, she can reach the greatest of heights in tribute to her son and the God who heals all pain.

These commercials, movies and books are reminders of something that David knew hundreds of years prior. That with well directed faith in God, once the light switch is flipped on, all giants and obstacles disappear. This is the most counter-intuitive thought imaginable, which also makes it the most marketable and meaningful for everyone.

There are many implications behind the David and Goliath, R = 1/R, principle. But the lesson I would like to end with is that even if the world and everyone in it seem to be rated R*, there is no reason to despair and give up hope, no matter what situations we find ourselves in.

May we only know of happy occasions.

Based on the concept in counter-intuition in Torah thought, I developed a new product life cycle model called the product flip cycle. You can read part one of the series HERE.

Share Button

About the Author: Yonatan Gordon has spent most of his past 13 professional years in the world of Jewish publishing. He was the Marketing Manager at Kehot Publication Society (publishing arm of Chabad) for the better part of six years. He is founder of the website Community of Readers.


If you don't see your comment after publishing it, refresh the page.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

Leave a comment (Select your commenting platform)

2 Responses to “The David and Goliath of Commercials Turns 30”

Comments are closed.

SocialTwist Tell-a-Friend

Loading Facebook Comments ...
Loading Disqus Comments ...
Current Top Story
FBI Wanted poster for Osama bin Laden
Pakistan Library Renamed to Honor bin Laden
Latest Indepth Stories
matza

If itis a mitzva to eat matza all Pesach, then why is there no berakha attached to it?

Masked Palestinian Authority Arabs hurl blocks at Israel Police during and after "worship" at Temple Mount mosque. (archive photo)

When we are united with unconditional love, no stone will be raised against us by our enemies.

Haredim riot after draft-dodger is arrested.

The reporter simply reports the news, but it is greater to be inspired to better the situation.

Bitton-041814

The Big Bang theory marked the scientific community’s first sense of the universe having a beginning.

Freeing convicted murderers returns the status of Jewish existence to something less than sanctified.

“The bigger they are the harder they fall” describes what God had in mind for Olmert.

We, soldiers of the IDF, who stand guard over the people and the land, fulfill the hopes of the millions of Jewish people across the generations who sought freedom.

How much is the human mind able to grasp of the Divine?

Jews have brought the baggage of the galut (exile) mentality to the modern state of Israel.

The Haggadah is an instruction manual on how to survive as strangers in strange lands.

It’s finally happened. New York Times public editor Margaret Sullivan reported on her blog that “many readers…wrote to object to an [April 2] article…on the breakdown in peace talks between Israel and the Palestinians,” claiming “[they] found the headline misleading and the article itself lacking in context.” Ms. Sullivan provided one such letter, quoted the […]

Nor did it seem relevant that according to widely circulated media reports, Rev. Sharpton was caught on an FBI surveillance video discussing possible drug sales with an FBI agent.

Jewish soldiers in the Polish forces often encountered anti-Semitic prejudice.

When the state was established, gedolim went to Ben-Gurion and asked him not to draft women and, later, yeshiva bachrim.

More Articles from Yonatan Gordon
Masked Palestinian Authority Arabs hurl blocks at Israel Police during and after "worship" at Temple Mount mosque. (archive photo)

When we are united with unconditional love, no stone will be raised against us by our enemies.

Haredim riot after draft-dodger is arrested.

The reporter simply reports the news, but it is greater to be inspired to better the situation.

The slightest amount of “puffing up,” leavening of the ego is too much when it comes to Passover.

OpIsrael is once again taking place on a most auspicious day for the Jewish people.

Where do we find this “size of following” concept in the Torah?

Chemistry combined with Kabbalah reveals the ‘peace process’ will lead to forceful land concessions.

Where Purim meets Chanukah.

We are all soldiers in Hashem’s army, only our uniform is different.

    Latest Poll

    Now that Kerry's "Peace Talks" are apparently over, are you...?







    View Results

    Loading ... Loading ...

Printed from: http://www.jewishpress.com/indepth/opinions/the-david-and-goliath-of-commercials-turns-30/2014/02/05/

Scan this QR code to visit this page online: