This Week’s Creative Highlights: August 6th
“And just like that”…It’s already Friday and the first week of August is waving us goodbye. A few news caught my attention over the last 5 days and before we shut down our laptops and head off to a nice place for the weekend, I wanted to put some of them together. Here are 4 of the creative industry events that highlighted my week.
Amazon Prime Changes Everything
This week we witnessed an unexpected plot twist through Amazon’s contemporary adaptation of the Rapunzel character and Cleopatra in its two 30-second-long commercials released on August 2nd. The brand draws on a creative strategy that reimagines classic fairy-tales that are often characterized with unhealthy stereotypes and representations.
The videos are strongly influenced by the idea of female empowerment. This is especially evident in the Rapunzel doesn’t need a prince video, as the name also suggests. Seen through the lenses of Amazon’s creative team as well as the Joint London Agency and Production company Hungry Man, Rapunzel no longer waits for her prince. Instead, she takes control, orders a ladder on Amazon Prime, escapes the tower, and starts her own hair salon business. Nicki Minaj and Beyonce’s “Feeling Myself” track in the background very subtly corresponds with the ad’s message bringing its connotation of confidence and self-love. We all know Beyonce’s involvement in feminism anyway.
The ad starring Cleopatra —an already empowered woman — takes a modern twist on historical rulers, insisting that those in power should give back to the community. Influenced by Coming 2 America which she watches on Prime Video (duh?), Cleopatra is struck by the realization that the people who work for her deserve to be treated well and kindly. She then opens up her Amazon Prime account and orders gifts for everybody. The transition from a “ruler and inferiors” to a “leader and a team” plot is possible thanks to Prime’s game-changing possibilities.
The Weeknd Once Again Took Our Breath
It’s only been 12 hours since the Take My Breath track premiered on YouTube and the official video has already hit more than 3.2 million views. The song is the ultimate symbiosis of a futuristic plot and nostalgic old-school electronic dance music, with the opening 30 seconds conveying a strong Stranger Things ambience.
The Weeknd’s Marketing game is strong. We were once again convinced that’s true when earlier this week he teased his new song in an Olympics-themed commercial featuring Sydney McLaughlin and Dalilah Muhammad (Team USA’s women’s track and field). He knows where the attention is.
This video is yet another reason to wonder if Abel is really into some kinky business or if it represents the impact women have on him. We also can’t disregard the possibility that there is a special someone besides him who inspired the lyrics of the song. Looking at the people wearing oxygen tanks I cannot help but ask, does the plot somehow reflect the global pandemic situation, and is it making dystopian predictions about the future? Hopefully not!
Interestingly, one camera shot purposefully captures the “ОПАСНОСТЬ” (danger) sign on the oxygen tank from which the woman then overwhelmingly inhales. Is it related to addiction or does it represent what love does to people?
There are plenty of questions on the table but one thing is sure as a gun: I am absolutely buzzing to hear more of The Weeknd’s upcoming album, as the first song is more than promising.
Money Heist: The Criminals Who Stole My Heart
I have marked Sep 3rd, 2021 on my calendar as the most important day of the month because this is when we will be blessed by Money Heist’s Final Season’s Volume 1. I watched the trailer this Monday and believe me when I say my heartbeat jumped up and goosebumps went down my skin.
The Spanish crime drama series has a captivating plot and an even greater actor performance. Despite the loopholes and sometimes unbelievable turn of events, I was hooked from episode 1. The Internet criticizes the series a lot, but it’s provocative and suspenseful and reflects real-life issues and events. One of many examples is the Dali Mask symbolizing the fight against modern-day capitalism.
Albeit being notorious for not sharing its viewership data, Netflix revealed which some of its most-streamed series are, and I needn’t tell you that Money Heist is on the list.
The Collab Of The Year?
“When is Kanye West finally releasing DONDA” is the question that is keeping us all on the edge of our seats.
If the rumors that West’s upcoming album DONDA will include a collab featuring Kanye West, The Weeknd, and Lil Baby turn to be true, then I don’t think there is any better news 2021 can surprise us with, because this is going to be the album of the year. What also marked this week was Kanye’s reluctance to release the album after 2 delays (one of which happened yesterday). I guess this is part of the plan. Whatever it might be, it’s working and the suspense is growing by the day.
Overall, the first week of August has been an eventful one, and it indicates an even more eventful rest of the year. After the crisis which positioned the creative industry in a very bad place, artists and creators are evidently making a comeback with some great and worthy content that has been waiting to see daylight for a long time.
All I have to say is keep coming! I cannot wait!
