Be Water, My Friend

Okay, I have to know. Is the entire world being bombarded with Bruce Lee’s sage advice to just “Be Water, My Friend” or is it just Spain?

BMW recently released a commercial featuring an interview with deceased martial arts star Bruce Lee in which he tells the camera to “be like water” in a really intense way. He speaks in English with Spanish subtitles. The effects of this commercial are being heard everywhere, because everywhere I go I hear everyone saying, in English, “Be water, my friend.” I loved the commercial the first few times I saw it. I still do, actually, I think it is a great commercial. But the novelty of “Be water, my friend” is wearing thin.

The commercial ends with BMW telling us not to adapt to the road, but to be the road.