Looking for something else to read? How about … For an audience of car buyers in New Zealand to recognize a hundred-year-old poem from a country eight thousand miles away is something else entirely. For any mass audience to recognize any poem is (to put it mildly) unusual. In the commercial, this fact is never announced the audience is expected to recognize the poem unaided. It is, of course, “The Road Not Taken” by Robert Frost. Here is what is read by a voice-over artist, in the distinctive vowels of New Zealand, as the young man ponders his choice: But there is one very unusual aspect to this commercial. And it is, in most respects, a normal piece of smartly assembled and quietly manipulative product promotion. The advertisement I’ve just described ran in New Zealand in 2008. As the car pulls away and the screen is lit with gold-for it’s a commercial we’ve been watching-the emblem of the Ford Motor Company briefly appears. The man smiles slightly, as if confident in the life he’s chosen and happy to lend that confidence to a fellow traveler. As a car slows to pick him up, we realize the driver is the original man from the crossroads, only now he’s accompanied by a lovely woman and a child. The series resolves at last into a view of a different young man, with his thumb out on the side of a road. As he hesitates, images from possible futures flicker past: the young man wading into the ocean, hitchhiking, riding a bus, kissing a beautiful woman, working, laughing, eating, running, weeping. He pauses, his hands in his pockets, and looks back and forth between his options. From The Road Not Taken: Finding America in the Poem Everyone Loves and Almost Everyone Gets Wrong, a new book by David Orr.Ī young man hiking through a forest is abruptly confronted with a fork in the path.

Robert Frost's Poems by Robert Frost