First Sniff

Mar 13 2014 @ 1:50pm

A parody:

Amanda Hess pans the original:

[I]t’s an advertisement for clothes, and most of these strangers are professional performers who are experienced in acting out love, sex, and intimacy for crowds.

The cast includes models Natalia Bonifacci, Ingrid Schram, and Langley Fox (daughter of actress Mariel Hemingway and sister of model Dree); musicians Z Berg of The Like, Damian Kulash of OK Go, Justin Kennedy of Army Navy, singer Nicole Simone, and singer-actress Soko (who also performed the melancholy indie music that accompanies the short); and actors Karim Saleh, Matthew Carey, Jill Larson, Corby Griesenbeck, Elisabetta Tedla, Luke Cook, and Marianna Palka. Is it really unexpectedly touching that when gorgeous and charismatic Italian models, French actors, indie band leaders, and Hollywood royalty get together to kiss one another—under a soundtrack that prompts, “If you’re not ready for love, how can you be ready for life?”—the results are “beautiful”?

I’m betting that if Pilieva had filmed the video with a more diverse cast of all the people in the world who constitute “strangers,” the result would have been more unsettlingly comedic than searchingly romantic. It would also have been more interesting, if infinitely less sharable. The video peddles the fantasy that beauty can spring from an unexpected connection between two random people, but what it’s really showing us is the beauty of models making out.

Way to overthink a brilliant viral ad. More of this and less sponsored content, please.