Your designer bag is carrying you.

Although rather old news to us now, these Marc Jacobs ads seem to remind us of the overwhelming power and influence of commodities over the actual consumer.

The bag seems to be carrying a dismembered or even dead body, shown with disfigured legs hanging out of the bag. This was a pretty controversial ad when it emerged, but it shows us metaphorically that the commodities themselves are consuming the actual consumer.

Similarly, the ad below displays the consumer within the bag and illustrates a sense of power of the product over the consumer. Brands are creating our identities. We are becoming the thing that is being carried rather than carrying the bag.  Brands are carrying us.