Self-deprecation, UR DOIN IT WRONG Robert Rodriguez

Sunday February 20th 2011

Robert Rodriguez’s new self-referential Nike ad went online a few days ago and it’s already been watched a quarter of a million times. Although, to be honest, it’s almost six minutes long so chances are most people just skipped through it getting brief glimpses of Kobe Bryant, Bruce Willis, Danny Trejo and Kanye West.

It’s an incredibly tired, stale affair, with Rodriguez lampooning his own filmmaking style (does he have a ‘filmmaking style’? What is it?) and making sly jokes about product placement. And when I say ‘sly jokes’, I mean that amazing bit from Wayne’s World made roughly 1000 times more obvious.

Wes Anderson’s title as the King of Selling Out goes unthreatened.