Advertising, music, thoughts

In medias res please

In medias res is one of my favorite narrative ideas. Who wants to start at the beginning of things? I want to come in seconds before things get really interesting. Say, like this…

There’s so many things I like about this, it’s hard to know where to start.

I could say a lot about it, but let me just mention a few things. The music. You can listen to this piece (without watching, although I don’t recommend it) and get the whole story. It’s amazing. I love the low point of the narrative (yodeling, trailer park, mud) and the emotional highs and lows that run throughout. It’s the longest and most engaging three minutes I’ve spent on digital media in a while (and I know it’s not new, but I keep going back to it). It articulates how each moment creates a different future, and is therefore everything. Just the current moment. It’s moving, it’s exciting, it’s life and death.

Also, it showcases the intersections of culture, media with celebrity and fan beautifully. And I think the placement of the product is brilliant. When you really get a long look at the shoe, you can feel it in your chest.

I can’t seem to get enough of this. I watch it repeatedly. Every time I do, I notice another tiny, careful, interesting detail that feeds the whole.

Plus, it starts in the middle and ends at the beginning.

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