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Stock footage brand Dissolve puts its product to good use to call out lazy marketers peddling empty ideas.
It’s just perfect. Everything is in there. The scientists with beakers, synonyms for progress, powerful rushing water, a baby, a blue-collar guy with dirt on his face, time-lapse footage of a city at night. Since the dawn of time, these have been the images used by marketers who just didn’t quite manage to have an actual idea. The images, when combined with a solemn voiceover, form the basis of one of the most enduring, and enduringly bad, ad templates—the old “shoot-the-brief montage.” Recently, it seems as though more and more advertisers are reaching for this chestnut, so this parody comes at a particularly good time.