Once upon a time, I argued that the true antidote to rampant consumerism was not rejecting material possessions entirely, but rather learning to truly love your stuff

A new movement known as More-ism, however, may be out to prove me wrong.

Because these guys really do seem to love stuff. 

All kinds of stuff.

moreism photo
Photo: The Glue Society

Inspired to action by the movement's founder/leader "Leo," More-ists seek to push the boundaries of materialism to their logical limits. From hood ornaments to bike locks to basketball hoops, why make do with one, when you can have many?

Here's how Leo explains it all: 

"People always want to put things in boxes. We don't want to put things in boxes. Or, if you have to put things in boxes, at least you can expand the box."
More-ists hood ornaments
Photo: The Glue Society

By now it should be fairly self evident, I hope, that More-ism is a joke.

Created by The Glue Society, the campaign is actually an advertising effort on behalf of the decadent and sickly sweet English candy bar Boost. 

Are The Glue Society joining Gangnam Style in making fun of conspicuous consumption? Or are they offering a tongue-in-cheek riposte to the calls from environmentalists to buy less stuff? (Vivienne Westwood being the latest proponent of such voluntary austerity.)

Or are they just trying to sell more chocolate?

Ultimately the specific intention of the film makers is less important than what the content, and our reaction to it, says about us as a society. With many young people finding freedom and quality of life in living with less, it's clear that the acquisition of more and more things is no longer the marker of success it once was. 

We don't need an ad for a chocolate bar to tell us that we won't get happier by buying more things, any more than it takes a beer ad to tell us that even we men should look out for our friends. But I am glad that they are a part of the conversation. Advertising, like other forms of cultural expression, is a product of its age.

I'm hopeful that More-ism is one more sign that conspicuous consumption is on its way out. 

Boost Moreing from The Glue Society on Vimeo.

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