Yesterday two items of note arrived in the mail. One is a secret, to be revealed at a later date. The other was the latest issue of Giant Robot magazine. Haven’t had a chance to read it cover to cover yet, but I did start scanning it. Apparently it’s the underdog issue, and I’m down with that. But I haven’t made up my mind about the Tylenol-sponsored supplement that came with it. Having just come off an extended stint in the advertising industry, I know how these folks are scrambling to come up with new and innovative ways to target consumers. Especially with the panic caused by TiVo and other such services (the death knoll is, allegedly, ringing for the 30 second spot). So advertainment has been creeping up everywhere. Naturally a lot of it is total crap. Yet I’m torn…as this has been the most enjoyable example I’ve seen of it. Artist Stephen Powers was commissioned to create a 3D comic book, following a bike messenger on his route as he sustains an injury and an infatuation on the same run. As pleasing as it was, watching the little man experience 3D for the first time was even better (his little face lit up with such wonder and joy…and he kept reaching out, attempting to grab the pieces that appeared to be popping out at him). Still, I abhor the driving force behind it:
“Pain isn’t just for the old, the decrepit and the dying. Pain is for the young, the athletic, people who hurt not because their bodies are worn out, but because they’re being pushed to the limit.”
We won’t be falling for it. We’re no wusses, but we don’t enjoy our pain (sorry, no masochists here). And we’ll be sticking with ibuprofen to alleviate it when we need to.