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From ads for films, we go to medieval-themed commercials. Three popular ones now out in Canada, the U.S. and the UK are the car ad for Yaris.ca (Canada), the credit card ad for Capital One (U.S.) and the car ad for Kia (UK).

There are two Yaris ads. The first plays on the Ancient Greek Trojan Horse theme. Viking-looking people, besieged in a grimy, late-medieval castle, look out one day to see that their enemies have fled. The besiegers have also left behind a shiny red little car. They drag it in through their gates and celebrate their unexpected victory by partying all night. There are the requisite half-dressed wenches, the horns of mead and the horned caps (not something that Vikings actually wore). Everyone looks dirty and grimy, reflecting that old cliché of the Middle Ages being nasty, brutish and short.

Finally, after the castle's defenders falls asleep, besiegers who have hidden in the Tardis-like trunk of the Yaris car, sneak out, take over the castle and tie everyone up. We are apparently supposed to sympathize with the besiegers because they have a cool car. The advertisers emphasize this by having the besiegers dress in Elizabethan clothes with big codpieces and puffy sleeves and by making the besiegers both clean and much better looking than the defenders. The message is clear: medieval (Viking) is old, unhip and dirty; modern (Elizabethan) is new, hip and clean.

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