IFC's new show Rhett & Link: Commercial Kings is, like most IFC shows, a little... off. It's ostensibly a docuseries about the art of advertising, or something, but the show's premiere reads more like an Animal Planet one-off, opting instead to focus on two hipsters hanging out with cute kitties and doggies. Not that I'm opposed to more cute animals being put in my face, but is this show about advertising or is it about celebrating the content of mom's favorite internet memes?
Sharing a common, Tim & Eric-sized ironic love of how hilarrrrrrrriously bad local commercials can be (I never would have guessed!), on this series Rhett and Link take a break from directing legit commercials for huge companies to help local Los Angeles businesses make the most internet-y commercials possible for their services. In the premiere, they worked with a crazy, kooky cat lady running a kitty hotel, and a crazy, hippie dog lady running a dogsitting service. Animal people are so wacky! Animals are so cute to look at! And so on, and so forth, for a half-hour.
Though Rhett and Link do end up making pretty funny, very local TV spots for these two businesses, the purported insights into the psychology of making ads isn't really present. The episode dealt mostly with close-ups of animals being cute and footage of the two women being benign weirdos, and although Rhett and Link seem like nice enough guys (I certainly don't hate them), their comments are so generic -- "I wanna hang out with dogs!" and "People love their dogs!" -- that it's hard to get much of an authentic impression of their personalities or to find them likable, really. I think they're fine, but there's no, like, great wit or passion for their craft to grasp onto. They're just walking hipster uniforms who like dogs.
I guess that's a show? I guess lesser things have qualified as shows in the past.
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