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11. 09. 2005

The Go-Go's Video Re-Mixed

On the tradeshow circuit a few years ago, all the video salesguys seemed to fall back on the same tired anecdote: "In the future, HD will be interactive, so if you're watching the 'Tonite Show' and you like Jay Leno's tie, you'll be able to click on it and buy it." I always wanted to shake them and say, "Look at me, buddy. Why the hell would I ever want to buy Jay Leno's tie?" Well, now that Nordstrom has people like me squarely in its sights with the Silverscreen launch, a monthly video re-mix campaign, I'm fondly looking back at the clueless salespitches of yore.

Earlier this week the department store premiered a video remix featuring The Go-Go's Our Lips are Sealed, directed by Olivier "Twist" Gondry, executive produced by Michel Gondry and with music remixed by FatBoy Slim. In the video, new footage of models wearing Nordstrom's merch is intercut with original Go-Go's footage. Customers can buy, say, that L.A.M.B. blouse one of the fangirl extras is splashing around in next to a comp of Belinda Carlislie by clicking through to Nordstrom.com. It's not quite retail therapy and it's not quite video art but it's interactive commerce taken to the next level. Next month is Culture Club. I'll PayPal 4 Ya', perhaps?

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This commercial is so vapid it really disturbs me. Today people put on explosive vests and blew themselves up to kill other people. Sure, you can't sell shoes handbags that way, but this clip presents a world of emptiness and unawareness. I'm not asking for slo-mo shots of kids with toy guns, it's still OK to make films that try to sell stuff. Probably would get more people into the store with something that was not so vapid on every level.

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