There’s two creative achievements to be lauded here, one of which is joyfully opportunistic. Kendra Eash wrote a terrific poem called This Is A Generic Brand Video for McSweeney’s which lampoons the kind of corporate videos dreamed up by marketing committees with too much time on their hands. You know the ones, full of inspirational imagery saturated with heavy-handed metaphors and sprinkled with impressive-sounding but essentially meaningless claptrap.
It’s a brilliantly-observed swipe at almost every excruciating box-ticking cliche and struck a chord with internet users everywhere. Enter Dissolve Footage, a stock film company which not only saw a clever way to jump on the bandwagon, but had the wherewithal to poke gentle fun at itself by providing exactly the kind of imagery Kendra had railed against. The result – we’re sure you’ll agree – is exquisite.
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