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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Small is the new Big

Wouldn’t you rather go to some sweet little store that has already sifted through all the junk that’s out there and only stocks one or two of the best honeys, nailpolishes, flours, milks, jeans, computers, sneakers, and so on?
I sure would.  Prediction:  Massive consumption is out. (Even with a rise in prices).  Small is in.  Neat is in.  Saving is in.  Good quality is in.  Who wants to store some massive box of crackers that you bought at Costco.  By the time you’re into your third sub box you’re sick of them anyway and then you’ve just got all that extra cardboard to recycle.

I’d rather buy one really good sweater (preferably not made in China) that is more expensive and wear it everyday and enjoy it, than owning several cheap, poorly made sweaters that can’t make it through the season (re: Barney’s Organic line, circa, last winter).

Which, in a roundabout way, brings me to Bitten, Sarah Jessica Parker’s new clothing line.  I haven’t actually held that stuff in my hands, but it’s hard to imagine an 8 dollar dress really being that nice, well made, high quality. But hey, I’ll have to check it out, and I hold judgement until then.  And who knows, maybe she’ll start a couture line at 30 bucks a pop.  Might I suggest: bittAn…

It’s the end of the world as we know it, and I feel fine…