Media as performance

Robin Sloan nails some important truths about “new writing” by applying the logic of the Old Spice campaign which was everywhere this week:

Why Old Spice matters:

The Old Spice videos weren’t one-liners. They actually pretty quickly established running themes and in-jokes. Taken all together, they mapped out a coherent world—a very small, weird world, populated by one man and one towel, but still: a world.

Now imagine for a moment that this hadn’t been the brain-child of some smart ad guys. Imagine instead that it was the opus of some young Lucas.

Imagine that all the parameters were the same: One actor. One scene. Simple, rich cinematography. Live production stretched over a couple of days. Lots of audience interaction. But the story he’s telling—the world he’s creating—is much more interesting. Maybe the scene is the cockpit of a spaceship; maybe it’s a cramped room in an interstellar hotel.

What would the Old Spice campaign look like if it was directed by Joss Whedon?

(Via Snarkmarket.)

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