Some things never change, dude |

Some things never change, dude

The merits of its quality notwithstanding, Breckenridge Ski Resort’s new and very targeted ad campaign should be recognized for what it is: an attempt to speak to a generation who not only represents the future of our mountain sports, but has enormous influence on where their family vacations and spends their money. Simply put: It’s not talking to us.

As history repeats, words in our vernacular take on new (and benign) meanings to different generations. Hyperventilating about a Fort Lauderdale repeat (a town where taverns proudly promoted underage binge drinking throughout the 1980s and “90s) or gasping at being referred to as a female dog only underlines how out of touch some of us may be with the younger generations.

Some things never change, dude.

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