'Dustin smiles more in this one-minute ad than he did in the entirety of Rain Man'
"Stories? We all spend our lives tellin' 'em." Speak for yourself, Dustin Hoffman. Some of us spend our lives on hold, or asleep, or furiously browsing through hundreds of channels, wishing there were something to watch. But that, of course, is the point of Dustin's address, delivered from the roof of a Manhattan skyscraper on behalf of Sky Atlantic: televisual salvation is soon at hand. Because Sky Atlantic is filled with HBO shows and aimed at high-class customers like me and, er, you, Dustin is not going to do anything as gauche as talk about the programmes. Instead, he's enthusing about storytelling. And he really does seem taken by it. He smiles more in this one-minute ad than he did in the entirety of Rain Man and Kramer Vs Kramer combined. It's not just the one smile, either; it's the full range ? warm, comforting, knowing. It's like Dustin is so excited by good old-fashioned narrative that he's gone out and banged enough MDMA to pacify the Taliban.
"Isn't that what a good story does, makes you feel?" asks Dusta Dust as the Cinematic Orchestra's To Build A Home tinkles away in the background (if it sounds familiar, that's because it's already appeared on programmes as unique and varied as Grey's Anatomy and Top Gear). Then, as the overexposed light bleaches both the sky and his teeth, he comes out with the clincher. "Some stories are so good we wish they'd never end. They're so gripping that we'll go without sleep just to see a little more." Ah. After all that, It appears that the gripping stories are those that are watched on television. By implication, madam, the ones you spend your life telling are actually a little duff. Sorry about that.
To see the ad click here
Source: http://www.guardian.co.uk/tv-and-radio/2011/jan/22/the-hard-sell-sky-atlantic
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