Help Me Make Sense of Lucky's "Fill the Void" Ads

Surely they don’t mean fill the empty gaping hole inside yourself where love should be? Do they?

Aug 9, 2012 at 9:30am | Leave a comment

I was flipping through Lucky Magazine this week when I paused at this series of ads for the new Lucky shopping site. The ads use the tagline “Fill the void” to describe the experience of shopping in response to different upsetting life scenarios. Like this: Your boyfriend left you? FILL THE VOID -- with this handbag! Wow, they really just came out and said that, huh? I thought.

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Do they mean fill the void in your closet? I studied every angle of the ad to see if I was missing something. Surely they don’t mean fill the empty gaping hole inside yourself where love should be? Do they?

I have a history of compulsive shopping. (I know you're surprised.) In recovery, we sometimes talk about a “God-shaped hole” -- I am pretty sure I have a dress-shaped hole. This tagline describes exactly how I shop -- in response to negative emotions, with the expectation that it will somehow fill me up.

In a way I sort of love this for being so inappropriate but honest. After all, isn’t this what basically every shopping ad since the caveman days has been trying to subtly suggest to women? That we need a product to make us whole? At least it’s all on the surface here.

Like this one, that suggests you fill the void of your FREAKING EMPTY STOMACH because you’re starving yourself! Lucky, you cross-addicted too, girl?

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So is this one of those "Get press from a kind of effed-up ad" things? Or am I so over-therapized I'm reading into things? And how do you fill your voids? Remember, casual sex is nice and free!