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The video shows how advertising and the media promote the idea that happiness can be found in the purchase of material goods and in the performance of pleasant and superficial activities. But these things only provide temporary happiness and often become a source of addiction and emotional emptiness. It also suggests that true happiness is found in simple and authentic things, like human connections and nature.

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I believe that this short film portraits our society as slaves of marketing and products (as we see at the end). It highlights the missconception of thinking that a product will make us happy in a long term but it is just a quick solution that leads to a vicious circle o buying. Event though the aim of this video is to critisize the consumer attitudes that we take, I don't think that we live to buy, I wouldn't represent us as rats.

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In my opinion, society is build to consume us, it made us think we’re consuming, while all we are doing is the same routine everyday just to consume a little bit better.

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This short-film really impacted me. We can’t deny that the lives the rats are living is awful and definitely sad. We realize those rats that are dressed as humans, acts as humans, live in a human world represent us. In my opinion the message the director wants to convey is that the rats, representing humans, have a life defined for them by the brands. Indeed, we see in this film a mass of advertisements: Coca-Cola, Burger King, Starbucks, Jack Daniels, Nike, Adidas … those brands influence people and make them want more and more. In this world where everything is based on happiness and everyone tries to be happy, the rats buy to my things to satisfy. Firstly, we see Black Friday where rats fight each other like animals to buy things; then we see a rat buying a brand new car; shortly after the same rat buys alcohol to try and feel better; when it doesn’t work he goes to the hospital to buy happiness medication and he is in a Disney movie where everything is fine and he feels good but soon he comes back to reality. The ultime thing that he goes after for happiness is money, however he ends up engaged in a work desk where he has to work like millions of other rats. This video really shows how we try to be happy by consuming to much. It made me realize how our consuming society base our happiness on materialistic things and not on moments or people. The fact the director used rats to represent us makes it more impacting and important knowing that rats are seen as dirty animals, that are violent. Is the director trying to say that this new society makes us dirty and violent animals ?

Tassi Sofia.

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I think this video shows how modern society works directed by brands who want you to consume. This video shows how consumers always want more, the goal for them is not the product but the chase of always wanting and getting more.
ethan

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In my opinion, this short film explains perfectly the actual consumerism taking place in our world and its consequences on society. We see all throughtout the film many publicities of big brands known for being famous and consumerists (Absolut Vodka, McDonalds, Burger King, etc). The film portrays humans as rats, and we see through them the multiple aspects of our consumerist society. The rats (in reality people) are shown as stressed, angry, desperate, tired and sometimes even depressed. All of that caused by the consumerism, that determines that to be “happy” and live a happy life you need money. In fact, I believe that the end of the film which shows people being trapped into a work life just to afford to live, truly shows the mechanism of our nowadays society.

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In my opinion, this short film explains perfectly the actual consumerism taking place in our world and its consequences on society. We see all throughtout the film many publicities of big brands known for being famous and consumerists (Absolut Vodka, McDonalds, Burger King, etc). The film portrays humans as rats, and we see through them the multiple aspects of our consumerist society. The rats (in reality people) are shown as stressed, angry, desperate, tired and sometimes even depressed. All of that caused by the consumerism, that determines that to be “happy” and live a happy life you need money. In fact, I believe that the end of the film which shows people being trapped into a work life just to afford to live, truly shows the mechanism of our nowadays society.

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Clara Rizzato

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In the begging of the short film show how the society has a massive impact in what we do. The people depend on what the other think. The happiness appears where you are influence by the drugs and but is not for always. When you go back to the reality is difficult to not think about your happiness and think about money

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I think that brands are consuming people and extreme capitalism can be dangerous. This video illustrate how we can easily be manipulated and how the escape for some people can be drugs to create happiness.

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I believe this short film portrays how brands try to sell their products by selling happiness. In my opinion, it really shows how society acts as if consuming was hapiness itself, which is reinforced by massive behavior. The products are shown as if everyone wanted them, which makes the belief that the product will make you happy more intense. As the video shows, in the end, happiness isn't obtained, and all the consuming end ups in an empty feeling of dissatisfaction.

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The video wants to show what our society actually looks like, of course in an exaggerated way, presenting humans as rats and fighting to death with each other just to buy a new phone. Maybe this video is an advise of what we’re becoming, if it’s shown this way people will react over their actions and make a change for our future.

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I think this shows how our society works, people like rats looking for social approval just by consuming. Everything nowadays is so supperficial and based on material possessions. The rats searchs happiness in alcohol, drugs and money but ends trapped in a non end cycle of working all day in front of a computer

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First of all I think that this video shows very well the fonctionnement of capitalist societies. The perfect examples of that for me is when all the rats are waiting for the mall to open and when our main rat is waiting next to the money he’s trying to catch.

I do feel concerned by it even though I don't agree with the principle that everyone is influenced by a lost cause such as the research of happiness through the appropriation of objects, like it is often shown in the video with the rat going in the same direction.

The short film is trying to say that we are all included in a sort of matrix, a fatal situation that never ends, some kind of trick that doesn’t looks appealing.

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Although I appreciate the artistic talent and creativity displayed in Steve Cutts' video "Happiness," I feel like he is an absolute communist, and communism is sh*t. MAKE AMERICA GREAT AGAIN

He has a sense of overwhelming negativity and pessimism throughout the entire video. Firstly, the constant use of dark images, with the unsettling background music, creates a feeling of unease and discomfort in the viewer. Additionally, the repeated depiction of people mindlessly consuming products and participating in vices, without any sense of true joy or fulfillment, only serves to reinforce a bleak and hopeless outlook on life.

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The video’s goal is to criticize how our society tries to obtain Happiness through products such as Coke, Jack Daniel’s or Nike for example. The video shows this as everyone is following “Happiness Ads” from big brands and getting bored of the product they have as soon as a new product comes out. All the rats seem brainwashed and blind. Our society being portrayed as rats is a critic as well. At the end we can see how the rat is trapped in the loophole of everyone working in an office and people just wanting money to buy products instead of being creative and getting happiness from where it actually is supposed to come from. The scene where the rat is drugged also criticizes how our society tries to escape misery by using drugs which obviously doesn’t work in the long run. Liam Garcia

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I think this video represents the working society, obviously in an exaggerated way. It tries to show how everyone has to follow a predetermined method to achieve what society calls “happiness”. Finally we can see that this idea of happiness isn’t real happiness but a false thing created to get people to do what the system expects.

-Isidro Noguerol

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PRIMERO LA TRAMPA DESPUES EL QUESO

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The video uses a representation of men as if they were rats living all together in a overcrowded society where consumism  can be found, they consume brands such as nike, calvin klein in many others. My opinion is that it is true, people are slaves of the society working for big companies.

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The short film portrays the story of a rat civilization and focuses on an individual rat. The word Happiness is used several times to advertise different products, promoting that by buying them one could achieve happiness. Some of this products are satires of real life brands, like Coca Cola, Adidas, Starbucks, etc. At one point the rat finds himself in a Black Friday Sale store, the rats violently fight for the products, biting and scratching, leaving the store empty, dirty and bloody. Throught the film, the rat keeps on chasing "Happiness" by purchasing every product that promises it. Some of these are: a fancy car, alcohol, drugs and finally money. The alcohol leaves him wandering the streets to seek treatment with drugs. He hallucinates with the pills, depicting a colorful fantasy world where the catoonised rat can fly and be happy. Once the bubble breaks, he goes after a money bill, that leads him to life behind a desk at an office where hundreds of other rats where caught by the rat trap like desk and were forced to work. This goes to show how in real life, humans are rats, compulsionary buying, consuming and fighting for anything that could make us feel better. The film criticizes capitalism in our society and consuming life.

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"Every man is happy until happiness is suddenly a goal" Minute 3:41 shows that he is only satisfied by the chase and never by the outcome.

julian

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This short film is trying to say that our life is gray and sad. It shows that happiness is temporary and we can only access to it with money. So, happiness is limited and short, the endings are always sad. Through out the brands, we can guess that buying their products make us happy, but for a very short time, it's a fake happiness. Besides, there is another way of being happy, that it's escaping from reality and enter a fantastic world. Finally, the rats represent humans, and, in conclusion, explain how we are opressed by the capitalist system which has no happiness. It's a infinite cycle in which we lock ourselves in work, to have money, to buy a product, "be happy", and go back to sadness and work. For me, this is a very exagerated vision, the capitalism gives us many opportunities, and it's not as terrible as presented.

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In my opinion, this short film is trying to criticize the society of consumption in which we are in right now. This is actually portrayed by the never ending buying of the rats, they are always looking for clothes, alcohol and they never seem happy. As a matter of fact it is shown that they are sad because of their facial expressions. However, at some point, a rat takes a drug, which can be related to either a recreative drug or some kind of antidepressant, and suddenly, they feel very happy and seem to be in a Disney movie. All those observations lead me to think that this short film really denounces our actual society, in which people are always trying to fill their voids with mass consumption and the only way to solve that would be to escape somehow throughout drugs, either recreationally or medicated.

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I think what this video is trying to show us is how society works, in a satiric way and using rats as an example. Firstly, they show us the rats getting into a train and doing regular, every day things, to show us they’re trying to convey human behaviour through the rats. Next, they saturate the video with constant advertisements everywhere, and the rats seem to be in a city that looks like New York, which would be very accurate. Then, one of the rats seems to fall into depression or mental illness, and gets prescribed “Happiness” as a medication, which at first brings him to an almost ecstatic and euphoric mindset where the animation changes, and then falls back into depression when he runs out of the meds. Finally, this same rat follows a 100$ dollar bill flying through the air, and when he catches it, it turns out to be a trap and he has to work forever.

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This short film is trying to show us the nature of our society, this film portrays our society, as what of repetition and misery, in the film towards the beginning we can see plenty of mice trying to take the train. For example, it shows the humongous nature of the society by zooming out, and showing the millions of mice that appear to take similar routes, after a while, the film focuses on one specific mouse, who survives the black Friday,  this mouse gets into a nice car, and seems very happy with its self up until the joyride stops because of traffic and reality dons on it, the reality that this car is nothing but an object  and that it doesn’t stop the real world problems, nor does it automatically grant happiness makes the rat look for something new, I decided to look at other ads, the drink ad that she goes towards, then it shows how he progressively goes from one drink to the next since the drinks become progressively not enough up until he gets to vodka and realizes that that isn’t enough so he turns to pills those pills make everything better for a little while, but he finds himself going back into reality again in which he starts chasing money we can assume that this means that he didn’t have enough money to keep buying his drugs which function as the source of happiness, and when he finally does get that money it’s a trap in which he ends up, becoming a slave. basically what I think this short says is that we were gone entire lives in order to try and have some form of artificial Happiness, adds make us thinking about buying their products. All our problems will be solved, and we will be very happy, even though that is not the case. It also represents everyone as miserable in their jobs. Personally, I do not agree with him. I get the feeling that While some people don’t enjoy their job, they’re quite a few who do enjoy there job and i get the feling that representing reality this way is way to depressing.

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In my opinion, this video is a portrait of how society works. The rat represents us. We have an obsession to find a wrong concept of happiness. The rat is convinced that consumerism will help it to reach happiness. However, this will only increase it’s desire of buying things constantly, and this will lead to depression. The rat will try to fix it’s mental state with alcohol and drugs but none of this works, and it finally get’s trapped by the capitalist society.
Gina y juanfa:)

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Tessa
I agree with the video because it show how is the life in our society nowadays.We live in a society of cosuming and we alway search happiness by buying products and feal our feeling of sadness and miss of happiness .
We are constantly unsatisfied and our society we search a ideal of life but it is never enough.
For example in the video they represent happiness trough brand like brand of alcohol like jack daniel or absolute vodka, but also in clothes brand like nikes or adidas .