Robin Sloan nails some important truths about “new writing” by applying the logic of the Old Spice campaign which was everywhere this week:
The Old Spice videos werenÃ¢â‚¬â„¢t one-liners. They actually pretty quickly established running themes and in-jokes. Taken all together, they mapped out a coherent worldÃ¢â‚¬â€a very small, weird world, populated by one man and one towel, but still: a world.
Now imagine for a moment that this hadnÃ¢â‚¬â„¢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 heÃ¢â‚¬â„¢s tellingÃ¢â‚¬â€the world heÃ¢â‚¬â„¢s creatingÃ¢â‚¬â€is much more interesting. Maybe the scene is the cockpit of a spaceship; maybe itÃ¢â‚¬â„¢s a cramped room in an interstellar hotel.
What would the Old Spice campaign look like if it was directed by Joss Whedon?