About The New Busy

Wow, I really hate this new Hotmail ad campaign. I noticed and loathed it for the first time yesterday on a poster in a bus shelter in Boston, a big green field with the words, “THE NEW BUSY THINK 9 TO 5 IS A CUTE IDEA” in white letters.

Now, there are a lot of reasons to hate this. First, as one Seattle-area blogger pointed out in an aptly-titled post, New Ad Campaign for Hotmail Is Everything We Expect From Microsoft–Awkward, Baffling, Hard to Escape, “This exercise in tone-weirdness, this ball of syntactical confusion, has started showing up on billboards, buses, banner ads, and the signature lines of Hotmail users everywhere. ” Local Boston journalist Alex Beam considers this campaign part of “the War Against the English Language.” It’s a bad ad campaign for what seems to be an inferior product, a 15-year-old web-based email system.

I’m not all that crazy about Hotmail, since they seem to me to be more than usually vulnerable to hacking–but that’s not why I’m writing about this on our blog. I’m writing about it because I am finding our 24/7 work culture an affront to basic human dignity, because it flies in the face of the reason I observe Shabbat.

Shabbat is the opposite of the New Busy. Shabbat is the very old Not Busy. Shabbat is a time to unplug. Shabbat is the time when your family can be together without working. Without working! No working! Stop working! Rest! Because you have a RIGHT to rest sometimes! Your boss cannot possibly pay you enough to justify working all the time!

This isn’t only a Jewish issue–I’m not saying this just to get interfaith families to go to Tot Shabbat. (Though that’s also so nice.) I am saying it’s time for everyone to get off of this treadmill and admit that we need to rest.

I’m giving you advice about what you should do tonight. Go have a nice meal with your lovely family or friends, and then afterward, lie down and sleep. Take a DAY OFF this weekend. You are a person with needs and relationships. Affirm the basic inherent dignity of human individuals, the beauty of the natural world and its rhythms, something good that is not work. The New Busy is the old oppression.

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4 thoughts on “About The New Busy

  1. i agree –and when i clicked to see the ad, it said  ”The new busy (eg. implied cool people) put their pants on both legs at a time.”
    well, that’s how you fall over and smack your nose.

  2. Thank you Ruth!

    While I am not Shomar Shabbas, one small way I try to observe the Sabbath is to stay off of email as much as I can on Saturdays.  Sometimes you just need a break!

  3. I thought I was the only one who despised this campaign until I googled around a bit.  Ugh, this campaign just takes me back to the 90s dot-com days, where people ran around with bulging day planners and bragged about being “really, really super busy.” 

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