Hit-maker Judd Apatow has catapulted from underdog status into a full-blown megadirector almost overnight, it seems.
To drum up a bit more buzz for the forthcoming film Walk Hard, Apatow posted a skit on FunnyorDie starring several actors from his movies — including Jonah Hill and Paul Rudd who, thankfully, balances Justin Long’s smarminess.
Without ruining too much, the sketch features members of the Apatow frat-pack chatting about their favorite Apatowian movie moments. The scene escalates into a fake fight of sorts between Apatow and The Office’s Craig Robinson, about the bullsh*t all-pervasiveness of marketing, to which at one point Apatow calmly replies, "This is, like, the future," before yelling out, "It’s not viral marketing, it’s comedy…how do you even define what marketing IS anymore?!"
Welcome to the next stage of viral marketing – the acknowledgment of virility and expounding upon it to create something better. It’s a viral meta-verse. Love it or hate it, the short is undeniably clever, though still selling audiences a message. Which I can’t help but resent somewhat, though it’s hard to stay mad long while watching Apatow’s crew giddily play Rock Band and eagerly interrupting each other to plug various Apatow films before giving up the ghost to discuss Michael Clayton.
Apatow is wise to seize upon the viral backlash before it gains too much momentum, by acknowledging and ridiculing it even as we grow increasingly more weary of it. But does backlash count if you initiate it against yourself? Probably not, but it’s a great way to circumvent and inspire fresh takes on a tired concept.
via FunnyorDie Photo via Walk Hard site
