The German hardware store Hornbach thought it had a clever idea for an ad called “This is How Spring Smells”. You can watch it here; there’s no dialogue in it, so you don’t need to be German-powered:
I hope you didn’t find this advertisement amusing. The South Korean and Japanese embassies did not; they denounced it as “racist”. Dozens of complaints were filed with the German Advertising Council. Hornbach briefly tried to defend the ad on a special website, claiming that it merely illustrated the “longing for springtime” in a humorous manner. “To do this, we leverage the supposed taboo subject of “smell fetish” in a humorous way and put a twist on well-known gender clichés.” Eventually, though, it climbed down, removing the ad from television and movie theaters.
This little episode sheds light on a few characteristics of the German national character. First, the earthiness. Germany is still the land of breasts on prime-time and self-fellating gargoyles on ancient public buildings. The existence of Japanese vending machines which sell used underwear appears to be a myth. But even putting that aside, you would never see an ad using such a tangy, moist conceit on American television. Is that a good thing or a bad thing?
This episode also shows that the political-correctness gap between Germany and the “Anglo-Saxonsphere” is closing. It’s been interesting to watch this phenomenon in action. Many Germans consider the Anglo-Saxon model of political correctness censorious and prudish. Most of these Germans are on the right, but not all: A German travel writer (g) with thoroughly wholesome political views (as far as I know) recently took to the pages of Die Zeit to complain that political correctness was hampering her ability to write interesting stories — for example, she had to remove a description of a cockfight from a story about life in a Colombian village because editors feared it would unleash a “shitstorm” of controversy which would eclipse the rest of the article.
It’s not an exaggeration to say that part of the self-definition of what it means to be German — a small part, of course — is to resist political correctness. If you ask Germans what distinguishes them from the English or especially the Americans, one argument will inevitably be that Germans are more ready to recognize that life can be gritty, hopeless, brutal, and filthy. That people have complex motivations, and even underdogs can be flawed. That airbrushing reality leads to shallow and hypocritical thinking. That problems need to be faced head-on and pointed critique is no sin. And that jokes can be as funny as they are tasteless or insulting.
But the politically-correct insurgency has seized most of the highlands and villages, and launches increasingly frequent raids into the capital city. They haven’t seized power quite yet, but they can’t be dislodged — especially since the number of ethnic minorities in Germany, the natural infantry of the army of correctness, steadily grows.
As for me, I’m watching from the sidelines. I like to think I don’t have a dog in this fight. Not that I would ever attend a dogfight.