True of course. But this made me think: from what source are people willing to accept a lesson on moral principles? I am afraid that in our times of ‘authenticity’ — as Lionel Trilling names the characteristics of modernity by which people’s only accepted reference is the self — if ‘moral’ principles are intended as superior tenets that ‘ought’ to be, we are increasingly willing to accept moral lessons by anybody. So maybe we should stop putting the blame on the ad — as clumsy and condescending as it indeed is — that in my eyes celebrates a laudable shift away from the 1990–2010s ads by the same brand, all displaying sweating biceps in full screen. We should think instead of how self-centered we have become, how we increasingly internalize and personalize morality, how we bash everybody who questions it. Only once we successfully got back to the idea that morality is not the self, but something the self should aspire to, we can reasonably bash what is indeed a disingenuous ad.