In less than 3 minutes, ‘This is a Generic Brand Video’ sums up in a hilarious and sad way a montage of clichés used in modern advertising. Starting with scientists holding beakers, add in a baby, some time-lapse footage of a busy city, farmers in China, powerful rushing water and people planting trees, stock video company, Dissolve, has created a masterpiece about, well nothing. In their video description, Dissolve writes, “The minute we saw Kendra Eash’s brilliant “This Is a Generic Brand Video” on McSweeney’s, we knew it was our moral imperative to make that generic brand video so. No surprise, we had all the footage.”
Based on Eash’s satirical piece, this spoof is practically every corporation who has put out a video about innovation, future, progress…i.e. almost every car commercial out there today. All a voiceover that guides viewers to ponder life…and hopefully, buy their product.
“We think first
Of vague words that are synonyms for progress
And pair them with footage of a high-speed train.
Is doing lots of stuff
That may or may not have anything to do with us.
See how this guy in a lab coat holds up a beaker?
That means we do research.
Here’s a picture of DNA…”
It helps us take a good look at how saturated we, as consumers are, in the meaningless copy that is fed to us daily in the form of generic nothingness…and that is the brilliance of ‘This is a Generic Brand Video.’